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COMPARATIVE STUDY
JOURNAL ARTICLE

Smokers' reactions to cigarette package warnings with graphic imagery and with only text: a comparison between Mexico and Canada

James F Thrasher, David Hammond, Geoffrey T Fong, Edna Arillo-Santillán
Salud Pública de México 2007, 49: S233-40
17607485

OBJECTIVE: This comparison of population-based representative samples of adult smokers in Canada (n=1 751) and Mexico (n=1 081) aimed to determine whether cigarette packages with graphic warning labels in Canada had a stronger impact than the text-only warning labels in Mexico.

MATERIALS AND METHODS: Bivariate and multivariate adjusted models were used in this study. Results. Canadian smokers reported higher warning label salience (i.e., noticing labels & processing label messages) than Mexican smokers, and warning label salience independently predicted intention to quit. Moreover, Canadians had higher levels of knowledge about smoking-related health outcomes that were included as content on Canadian, but not Mexican, warning labels. Finally, a majority of Mexican smokers want their cigarette packs to contain more information than they currently contain.

DISCUSSION: These results are consistent with other studies that indicate that cigarette packages whose warning labels contain prominent graphic imagery are more likely than text-only warning labels to promote smoking-related knowledge and smoking cessation.

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