According to the authors of this research, a group of psychologists from Ohio State University (United States), this is the first time that it has been scientifically measured and in an extended period of time how warnings and images that reflect the harmful consequences affect of tobacco in packet buyers. And the bottom line is clear: photos are much more effective than text in persuading consumers to kick the habit.
The psychologists observed the reactions of 244 smokers with two types of packages: while one of them only had a text stamped, the other also showed several explicit photos ; among them, that of a man who blew smoke through the hole of a tracheostomy, a surgical procedure commonly performed on patients with cancers related to smoking.
It so happens that these types of claims had been withdrawn by the US federal courts as they were considered “intimidating” and, therefore, “unconstitutional”. Experts at Ohio State University concede that photos stir emotions, but they are necessary for reflection and decision-making. No intimidation, the psychologists reply.
The volunteers, who consumed between 5 and 40 cigarettes a day, participated in the study for four weeks. According to the tests they carried out, those who took their cigarettes out of the packs with unpleasant photos felt worse about smoking than the rest. In addition, they read labels and warnings about risks more, which gained credibility for them . And in general, they were more willing to quit.
Other recent research, funded by the European Community and conducted through an online survey of 8,000 consumers in various countries, supports these conclusions: images reduce the desire to buy tobacco by up to 80 percent.
At present, lung cancer is the third most common in Spain, and most of those affected smoke.
