Scary Picture On The Cigarette Pack Enhances The Desire To Quit Smoking – Part 3 of 3
Evoking fear via images is a tried-and-true method used by public health officials to daunt people into not doing some behavior, whether it’s drugs or unprotected sex, said Michael Mackert, an assistant professor of advertising at University of Texas at Austin. When he showed the FDA images to his college students, a few, including a imagine of an old man grimacing because of a heart attack or stroke, evoked chuckles. Even much harsher images may not have much of an impact among certain groups, particularly under age people.
“Teens and younger people, if they have this air of invincibility, are they going to react to the fear appeal?” Mackert said. “A 15-year-old might think, ‘Oh, that’s so far away.’ A lot of college students study themselves social smokers, who smoke a few cigarettes when they’re at a bar. They think, ‘I don’t smoke enough for that to happen to me,’ or ‘I’ll quit before that happens to me'”. About 21 percent of the US people smokes daily, according to the US Centers for Disease Control and Prevention.