Segmenting the Market: How Understanding Differences Among Smokers Can Improve Cigarette Warning Labels

Abstract

Health warning labels on cigarette packs are one of the most widely implemented and effective tobacco control interventions. Since their implementation in the United States in 1964, the appearance of these warnings has evolved as research surrounding them has grown. However, improved cigarette warning labels are needed in order to accelerate smoking quit rates and reduce smoking-attributable deaths. The Message Impact Framework describes the mechanisms through which such warnings influence attention, attitudes, knowledge, and intentions to quit smoking, which can ultimately lead to behavioral change. This framework has been used to advance tobacco regulatory research regarding cigarette warning labels; however, studies surrounding warning messages demonstrate how messaging influences smokers but are limited in how variability among smokers (e.g. cultural perspectives) can influence warning message interpretation. If cigarette warning labels are not sufficiently framed to account for diversity within the smoking population, they may not reach their intended audiences or have their intended effects. Rather than treating smokers as a monolith, this review draws on research to demonstrate the need for marketing segmentation of smokers. Such information can then be leveraged to update the Message Impact Framework and develop more targeted cigarette warning labels.

Keywords: Cigarette warning labels; framing; message impact framework; tailored messaging.