[논문]The Relationship between Visual Perception and Emotion from Fear Appeals and Size of Warning Images on Cigarette Packages

Hwang, Mi Kyung; Jin, Xin; Zhou, Yi Mou; Kwon, Mahn Woo

doi:10.33851/jmis.2022.9.2.137

[국내논문] The Relationship between Visual Perception and Emotion from Fear Appeals and Size of Warning Images on Cigarette Packages 원문보기

The journal of multimedia information system, v.9 no.2, 2022년, pp.137 - 144

Hwang, Mi Kyung (Department of Media Content, Kyungsung University) , Jin, Xin (Department of Digital Design, Kyungsung University) , Zhou, Yi Mou (Department of Digital Design, Kyungsung University) , Kwon, Mahn Woo (Department of Media Content, Kyungsung University)

Abstract ▼ AI-Helper

This research aims to identify the relationship between visual perception and emotion by the types of fear responses elicited from warning images on cigarette packages as well as the effectiveness of the size of such images through questionnaires and eye-tracking experiments with twenty university students from the colleges based in Busan. The research distinguished and analyzed the warning images as rational appeals and emotional appeals by the degree of fear and disgust and the result concurred with the research conclusions of Maynard that people would naturally avoid eye contact when presented with a warning image on cigarette packages. Also, eye avoidance was highly identified with larger (75%) warning images. While the previous research mostly adopted the self-rated validation method, this research tried to make the methodology more objective by adopting both questionnaires and eye-tracking experiments. Through this research, authors contribute to finding effective warning images on cigarette packages in a way to increase public awareness of the dangers of smoking and discourage smoking. Further research is recommended to explore the effectiveness of using explicit images on cigarette packages by the types of smokers such as heavy smokers, normal smokers, and non-smokers.

주제어

AI 본문요약
AI-Helper

문제 정의

Accordingly, this research is going to examine the relationship between visual perception and emotion by the types of fear responses elicited from warning images on cigarette packaging as well as the effectiveness of the size of such images through questionnaires and eye-tracking ex- periments.

가설 설정

Research hypothesis 1: The warning images with explicit stimulation as rational appeals have a higher level of disgust and fear than those with implicit stimulation as emotional appeals.

제안 방법

The purpose of this research is not to determine the most effective warning image but if participants were exposed to several warning messages, there might be a carryover effect occurring, depending on the exposure of the images pro- vided.
The warning images include 10 types of harms of smoking including indirect smoking, cerebrovascular diseases, sexual disorders, heart disease, injuries to the fetus during pregnancy, early death, lung cancer, skin aging, throat can- cer, and oral cancer. They are categorized into implicit and explicit stimulation.
Many efforts to restrain smoking are being consistently committed in various approaches. This research aimed to analyze the expression of fear appeals of the main image from various visual factors that exist in cigarette packages and to investigate the fear appealing factors. Also, two types of warning images on cigarette packages are selected: one from implicit and the other from explicit stimulation.
This research examined the relationship between visual perception and emotion by the types of fear appeals (ra- tional and emotional appeals) elicited from warning images on cigarette packages as well as the effectiveness of the size of such images through questionnaires and eye-tracking ex- periments. The research found out that the explicit warning images as rational appeals and implicit ones as emotional appeals had no difference in disgust and fear levels while in the questionnaire, explicit images evoked higher disgust and fear levels than implicit ones.
This research used fixation duration as an analysis index among various indexes of eye-tracking (Fig. 1).

대상 데이터

Twenty university students from colleges based in Busan participated and every participant was randomly exposed to one warning image.

데이터처리

To examine hypothesis 2 of question 2 questioning the difference of fear appeals in the 50% and 75% sized images of the package, the AOI of the image was set and a paired t-test was performed on the average FD (fixation duration).

성능/효과

It is pointed out that the domestic warning images fill only 50% of the package, while foreign warning images fill 85% of the packages, which is more effective in conveying a sense of fear to smokers. According to other research, all countries that introduced warning images on the package such as Mexico (100%), Australia and New Zealand (90%), and Thailand (85%) devote more than 50% of the area of cigarette packages to warning images in contrast to those found in Korea, China and Japan [26].
Also, the difference in size was identified between 75% and 50% of the fear-appealing images in the package.
In order to enhance the effectiveness of warning images on cigarette packages in Korea, it is necessary to use warning images which may elicit a higher level of disgust and to increase the size of the images in proportion to the packages compared to the images found in packaging now. For ex- ample, as in the case of foreign countries, a regulation to use more graphically appealing images and to fill more than 80% of the packages would be more effective towards discouraging smokers.
Limitations of this research include the fact that the fear utilized in this research was limited to physical fears while disregarding social ones such as disgusting odors or negative gazes smokers experience. Furthermore, it is difficult to generalize the result since the participants in this study were all college students; none of the participants were older smokers and non-smokers.
In order to enhance the effectiveness of warning images on cigarette packages in Korea, it is necessary to use warning images which may elicit a higher level of disgust and to increase the size of the images in proportion to the packages compared to the images found in packaging now. For ex- ample, as in the case of foreign countries, a regulation to use more graphically appealing images and to fill more than 80% of the packages would be more effective towards discouraging smokers.
It is pointed out that the domestic warning images fill only 50% of the package, while foreign warning images fill 85% of the packages, which is more effective in conveying a sense of fear to smokers. According to other research, all countries that introduced warning images on the package such as Mexico (100%), Australia and New Zealand (90%), and Thailand (85%) devote more than 50% of the area of cigarette packages to warning images in contrast to those found in Korea, China and Japan [26].
Limitations of this research include the fact that the fear utilized in this research was limited to physical fears while disregarding social ones such as disgusting odors or negative gazes smokers experience. Furthermore, it is difficult to generalize the result since the participants in this study were all college students; none of the participants were older smokers and non-smokers.
Research hypothesis 2: 75% image of the package would have a higher level of fear appeals than 50% image.
This research examined the relationship between visual perception and emotion by the types of fear appeals (ra- tional and emotional appeals) elicited from warning images on cigarette packages as well as the effectiveness of the size of such images through questionnaires and eye-tracking ex- periments. The research found out that the explicit warning images as rational appeals and implicit ones as emotional appeals had no difference in disgust and fear levels while in the questionnaire, explicit images evoked higher disgust and fear levels than implicit ones.

후속연구

Further research is recommended to explore the effectiveness of using explicit images on cigarette packaging to increase the public awareness of the dangers of smoking and discourage smoking.

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