Forbidden fruit versus tainted fruit: Effects of warning labels on attraction to television violence

Under growing public and government pressure, the television networks have adopted warning labels for violent programs. Tainted fruit theory posits that warning labels will decrease interest in violent programs, whereas forbidden fruit theory posits that warning labels will increase interest in violent programs. In Experiment 1, it was found that warning labels increased interest in violent programs, especially when the label source was authoritative, In Experiment 2, it was found that high-reactance individuals were especially interested in viewing violent programs with warning labels. In Experiment 3, it was found that warning labels increased interest in violent programs more than did information labels. These results are consistent with forbidden fruit theory. Those who are interested in reducing viewership of violent media might use these results as a caution against assuming that warning labels decrease viewership when warning labels may in fact increase viewership.