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KMID : 0613620070270010027
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Health Social Welfare Review
2007 Volume.27 No. 1 p.27 ~ p.51
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Conjoint analysis for the effects of cigarette warning label and packaging on intention to guit
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Shin Yoon-Jeong
Kim Bu-Yong
Hyun Yong-Jin
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Abstract
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Recently many countries introduce graphical warning label on cigarette package as a method of anti-smoking policy. The purpose of graphical warning label is to inform smokers hazard of smoking with vivid visual image. Korean government has considered to use graphical warning label. The graphical warning label is expected to decrease Korean smoking rate which is high comparing to other countries. The cigarette warning label should be designed to appeal smokers in order to be effective policy methods. This study examines how to improve cigarette warning label and packaging to influence smokers to quit and inform them the hazard of smoking. For the empirical analysis this study uses conjoint analysis.
The results of this study shows that characteristics of warning label are the most important factors.
The characteristics of packaging and labeling are the next important factors. Among the features of the warning label, pictorical warning label and message of the warning are more effective than size of the warning label. It implies that the contents of the warning label are more important than the form of the warning label.
It is necessary to strengthen the contents of the warning label by developing warning messages and using pictures. As the government improves the warning label and regulates the contents of the emission of cigarettes, the regulation of packaging and labeling would be effective policy method to decrease smoking rate.
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KEYWORD
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smoking, anti-smoking policy, warning label, packaging and labeling, conjoint analysis
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