Determining the Perception Created by Health Warnings on Plain Cigarette Packs with Visual Attention: Eye-Tracking Technique

Abstract

This study examines the effects of the plain packaging policy implemented in Türkiye, analyzing how different demographic groups perceive health warnings on cigarette packaging. Employing advanced eye-tracking technology, the research identifies distinct visual attention patterns between smokers and non-smokers when exposed to ‘Anxiety’ and ‘Disturbing’ visual cues. Detailed metrics, including fixation counts, durations, and saccade amplitudes, are used to measure and analyze the responses of these groups to the health warnings. The findings reveal that non-smokers significantly focus more on textual warnings, suggesting that text-based elements are more impactful for this group. Conversely, smokers tend to either avoid or become desensitized to disturbing imagery. Additionally, the study finds that female participants exhibit higher saccade amplitudes compared to males, indicating a more thorough examination of the packaging. This gender-specific difference is especially pronounced in their responses to ‘Disturbing’ images, where females show greater engagement, pointing to an increased sensitivity to such stimuli. These insights not only advance our understanding of effective health communication but also underscore the importance of designing public health interventions that cater to the unique responses of different demographic groups. This research significantly enriches the field of tobacco control, providing evidence-based strategies to enhance the effectiveness of visual warnings, thereby supporting targeted smoking cessation efforts.