ABSTRACT

Since Korea joined in and ratified the WHO Framework Conventionon Tobacco Control in 2005, Korea has been requested to implementgraphic cigarette warning labels on tobacco products. It is critical to conducta pilot study on the effects and target population groups of cigarettewarning labels before a policy decision is made on the introduction of thelabels. This study is intended to explore diverse emotions resulting fromthe exposure to graphic cigarette warning labels, and their effects onwarning message attitudes, smoking attitudes and behavioral intentionto maintain nonsmoking or stop smoking using a college studentsample. Based on fear appeal theories and discrete emotion models, thisstudy analyzed main effects and interaction effects of discrete emotionson attitudes and behavioral intention. Research findings show positiverelations between perceived threat and three emotions—fear, disgust,and anger. As fear increases, message attitudes get more positive andsmoking attitudes get more negative. Anger and fear show interaction effectson message attitude and smoking attitudes. Disgust tend to rejectwarning messages through its main effect. Finally, the younger studentsand students with less smoking experiences are more likely to show negativesmoking attitudes and stronger behavioral intentions. Key words: Cigarette warning label, Fear appeal, Emotion, Smoking

KEYWORD

Cigarette warning label, Fear appeal, Emotion, Smoking Prevention, Cessation

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