Varning! Effekter av varningar i printreklam.: Effekter av varningar i printreklam

Sammanfattning: The purpose of warning labels used by governments is to decrease consumption. In Sweden, the mandatory warning labels are designed according to statutory guidelines, and not according to research on attention-grabbing graphic elements. This results in a belief that the attention toward the warning labels is poor. An extensive experiment underlies this study, which has the purpose of providing insights to the effects that warnings, warning design, and warning content has on attention, attitudes and behavior in print ads. The study shows that, even though the standard design and content has lost much of its potential to communicate the warning, it gains more attention compared to a warning label with new design and content. An ad with a warning label causes more irritation towards the ad, but generates more processing and perceived responsibility of the ad. The study shows that an ad that is perceived as more responsible also generates attitudes of a more responsible brand. This in turn generates higher purchase and word-of-mouth intentions. The conclusion is that brand owners should not be too worried about warning labels being mandatory in certain ads, since we have shown that warning labels positively affect brand attitude and purchase intentions. Governments on the other hand, should consider trying to oppose the increased perception of responsibility that warning labels cause. The study also stresses the importance of considering the specific category’s prior experience of warning labels, which we have proved has an impact on the warning label’s final effect.