A comparison of on-pack Quitline information formats

摘要: Background Although tobacco packages have evolved to feature health warnings and, in Australia, dissuasive colours, the format of on-pack cessation information has not changed. We compared how alternative Quitline formats affected smokers’ perceptions and choice behaviours, their likelihood seeking support. Methods conducted an online study comprising a experiment using two (number panels) by three (panel position: above, middle, below) plus control (current format) design, between-subjects comparison two-panel control. The sample comprised 608 New Zealand smokers. Results Relative current format, respondents regarded each test as more effective communicating (p Conclusions Reformatting could improve its visual salience readability capitalise on dissonance that pictorial warning labels plain packaging create. Enhancing stimuli may prompt smokers try quit, affirming decision do so prompting use support increase number success quit attempts.