The effectiveness of written and graphic health warnings on cigarette packs: An examination of the revised model of protection motivation

This empirical study addressed the effectiveness of fear appeals on juvenile smokers. 336 smokers (mean age: 15 years) were exposed to written or graphic health warnings on cigarette packs (experimental conditions; n = 96, n = 119) or no health warnings (control condition: n = 94). Afterwards the factors of the revised model of protection motivation (Arthur & Quester, 2004) were assessed. Results support the prediction that the factors << probability of occurrence >> and << severity of harm >> affect the probability of smoking less or lighter cigarettes indirectly through the mediating variable fear. The experimental conditions, however, did not influence the probability of this behavior. The results also did not confirm the proposed moderating role of response efficacy or self-efficacy.