Background: One of the major smoking prevention strategies has been to educate the public and increase people’s awareness, using health warning messages. However, many young people continue smoking without paying attention to health risk messages on cigarette packets in Iran. Hence, this study was conducted to examine the processing route of anti-smoking messages and influencing cognitive factors by using the Elaboration Likelihood Model.
Study design: A case-control study.
Methods: The non-probability sample for the cross-sectional study consisted of 387 tobacco smokers in the age range of 18 to 30 years old. This study was conducted between July and November of 2018 in Tabriz, Iran. A researcher-designed questionnaire was used for the purpose of data collection. No causal inferences were drawn due to the non-experimental nature of the study.
Results: It was found that tobacco smokers often processed the health warning messages through the central route. Perceived severity, smoking abstinence self-efficacy, and psychological dependence were predictors of message processing through the central route. The results supported the conceptual model of cognitional predictors of the processing route.
Conclusions: To design and execute effective health warning messages to quit smoking, it is recommended to consider cognitive factors as a means to enhance critical thinking about the content of the health warning message.
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