According to a study by Professor Brian Williams of the University of Stirling, Scotland, the images and shocking messages affixed to cigarette packs have no influence on the decision to quit smoking. For this researcher, anti-smoking campaigns should change target and try to better identify the concerns of smokers such as the fear of prematurely aging for women. And the fear of seeing their sexual performance decrease for men.
For the study, Professor Williams and his colleagues at the University of St Andrews analyzed more than 19,000 responses from an online survey in the UK on the packaging of cigarette packages. The reactions of women, young people, men, the working and the unemployed are different.
Different reactions
Women are more affected by images associated with cosmetic problems, pregnancy and children than men. They are sensitive to images relating to sexual performance and impotence. On the other hand, images relating to heart and lung disease are quite effective in those over 50. Students and professionals were more troubled by cosmetic issues.
Targeted messages
“This suggests that, as some images have a more compelling effect on particular groups, it may be useful to consider a targeted approach to anti-smoking messages, placing appropriate images on brands known to be purchased by young people, d ” adults and over smokers“.”Targeting groups with pictures of questions that relate directly to their own concerns may have more effect », Explains Professor Brian Williams.
The researchers hope that these results will help put in place more effective packaging to deter smokers.
