Browsing by Subject "Warning labels"
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Item Restricted The effectiveness of Image-text and specific health warning labels in the context of Berlin(2022) Koppisetti, Nand Sai Sharan; Graphic Design & Visual CommunicationMACHINE-GENERATED SUMMARY NOTE : The current research aims to investigate the effectiveness of health warning labels (HWLs) on sugary drinks in the context of Berlin, Germany. It focuses on the relationship between health warning labels and consumer behaviour through reactance measures such as negative emotion arousal, avoidance, acceptability, and risk perception. It includes a selection task to test the two main hypotheses. The first hypothesis is that Image-text warning labels are superior to text-only warning labels. The second hypothesis is that specific health warning labels are superior to general health warning labels. The thesis also seeks to obtain information on any possible factors that might influence customer behaviour such as attention to nutritional value, consumption period, weekly drink consumption, and socio-economic status. Primary quantitative data is obtained to achieve this aim. The collected information would contribute to a better understanding of the effectiveness of HWLs and their impact on consumer behaviour. Germany has been chosen as the investigation's geographical focus. This is because Germany, with an average of 423 cans (300ml) per person per year as shown in figure 1, tops the list among other European countries in sugary drink consumption. (Purge Gym 2018) Another reason is that, due to its geographical location in Europe and reduced SSB pricing, Germany has been a popular destination for SSB customers. (ibid) SSB consumers who currently live in Berlin have been selected as the specific target population. A report by Leif rehder with an overview of food laws in Germany states that in the context of food labelling, current German food labelling regulations ban the use of pictures or medical claims on food products to advertise the prevention, treatment, or cure of human diseases. Recent studies have concluded that a Brief exposure to health warning labels on SSBs 6 However, when it comes to warning the consumers about the health consequences of consuming certain products, Germany promotes the "1 plus 4" model of voluntary labelling. (Rehder 2012) The model was created in 2008 to address the growing obesity epidemic in the German population. It suggests that nutritional information on calorie content and sugar levels be expanded. (ibid) With more research backing up the effectiveness of graphic warning labels, Germany might consider implementing them on SSBs similar to tobacco products. It has been known that pictorial health warnings on tobacco products are more effective than text-only warnings. The German tobacco-products directive requires health warnings, both text and pictorial health warnings covering the top 65% of both the front and back of tobacco packs to be mandatory. (Campaign for tobacco-free kids 2022) In terms of SSB prevention and cessation, the present thesis aims to show that graphic health warnings with an image covering up to at least 50% have the same superior effect over text-only warnings on sugary drinks. It also aims to show that certain types of graphic labels such as specific health warning labels depicting graphic images of specific health consequences like bowel cancer are more effective than general health warning labels. It seeks to find out if the emphasis on mortality rather than morbidity has any superior effect on consumers as a study by Natasha clarke shows that HWLs with cancer images showed to be the most effective. and others 2022, 12)