Sophie Lacoste-Badie

The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods

The first aim of this research was to assess the effectiveness, in terms of emotional and behavioral reactions, of moderately vs. highly TVWs (Threatening Visual Warnings) displayed on tobacco packs. Given the key role that emotional reactions play in explaining the effect of TVWs on behaviors, psychophysiological and self-report methods were used–for the first time in this context–to measure the emotions provoked by TVWs. The second aim of this research was to determine whether increasing the size of warnings, and their display on plain packaging (compared with branded packaging) would improve their effectiveness. A within-subjects experiment was conducted. Three variables were manipulated: health warning threat level (high vs. moderate), image size (40% vs. 75%) and pack type (plain vs. branded). A convenience sample of 48 French daily smokers participated. They were exposed to eight different packs of cigarettes in a research lab at the University of Rennes. Smokers’ emotions and behavioral intentions were recorded through self-reports. Emotions were also evaluated using psychophysiological measurements: electrodermal activity and facial electromyography. The results revealed that TVWs with a high threat level are the most effective in increasing negative emotions (fear, disgust, valence, arousal) and behavioral intentions conducive to public health (desire to quit, etc.). They also highlight the appeal of increasing the size of the warnings and displaying them on plain packs, because this influences emotions, which is the first step toward behavioral change. Increasing the threat level of TVWs from moderate to high seems beneficial for public health. Our results also confirm the relevance of recent governmental decisions to adopt plain packaging and larger TVWs (in the UK, France, Ireland, Canada, New Zealand, Hungary, etc.).

Influence d’un contexte de programme triste sur le processus de persuasion publicitaire chez des adultes jeunes et âgés

Résumé Cette recherche expérimentale examine l’influence de l’âge (adultes jeunes vs. âgés) et du contexte de programme (triste vs. neutre) sur les réactions affectives déclenchées par le programme, sur l’attitude envers les annonces insérées dans le programme et sur l’attitude envers les marques. Les résultats mettent en évidence des effets différenciés chez les adultes jeunes et âgés: le niveau de tristesse déclaré après l’exposition au programme triste est moins fort chez les adultes âgés que chez les adultes jeunes; la tristesse n’influence pas l’attitude envers les annonces (Aad) chez les adultes âgés, alors que son influence est négative chez les adultes jeunes; l’effet de la tristesse sur l’attitude envers les marques (Ab), médiatisé par Aad, n’est pas significatif chez les adultes âgés, alors qu’il est significatif et négatif chez les adultes jeunes. Cette recherche confirme l’existence d’une meilleure régulation émotionnelle chez les adultes âgés (vs. adultes jeunes) dans une situation inductrice d’émotion négative.

Face Presence and Gaze Direction In Print Advertisements: How They Influence Consumer Responses: An Eye-Tracking Study

ABSTRACT For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential. The eye-tracking study reported herein examines the impact of face presence and model gaze direction in print advertisements. The findings show that face presence and gaze directed toward the product—versus no face and gaze toward the viewer—have a strong influence on attention to and memorization of advertisements, on advertisement and brand evaluation, and on purchase intention. This research provides meaningful and actionable recommendations for managers.

Influence of a sad program context on the process of advertising persuasion among younger and older adults

This experimental research investigates the impact of age (younger vs. older adults) and program context (sad vs. neutral) on affective reactions elicited by the program, on attitude towards the ads inserted in the program and on attitude towards the brands in the ads. The results show differential effects on younger and older adults: the level of sadness reported after exposure to a sad program is less strong among older adults than among younger adults; a sad program does not influence the attitude toward the ads (Aad) when it concerns older adults, while its influence is negative when it concerns younger adults; the effect of sadness on attitude toward brands (Ab), mediated by Aad, is not significant among older adults, while it is significant and negative among younger adults. This research confirms that older adults have better emotion regulation than younger adults in a situation of negative emotion induction.