Resumo

TAMAYO, Ricardo M.; LUGO, Harold A.  e  ADAMS, Sally. Exploring Implicit and Explicit Affective Responses to Graphic Health Warnings on Cigarette Packages in Colombia. Rev. colomb. psicol. [online]. 2024, vol.33, n.2, pp.27-42.  Epub 23-Set-2024. ISSN 0121-5469.  https://doi.org/10.15446/rcp.v33n2.106852.

Graphic health warnings (GHWs) on tobacco products are a critical and cost‑effective strategy for conveying the risks of smoking, particularly effective in eliciting negative emotional responses. GHWs promote intentions to quit among smokers and prevent smoking initiation among nonsmokers. In three experiments, we studied how smokers and nonsmokers differ in implicit and explicit measures of emotional reactions towards GHWs. Experiment 1 used the Self‑Assessment Manikin to measure explicit emotional (arousal and valence) ratings for six warnings published on tobacco products. Experiment 2 was similar to Experiment 1 but had smokers and nonsmokers rate a new set of 36 GHWs not yet published. Experiment 3 used an implicit task, the Affect Misattribution Procedure, to evaluate and compare the affective responses to GHWs between smokers and nonsmokers. Experiment 1 and 2 showed that smokers explicitly reported weaker negative emotional reactions to both familiar and unfamiliar GHWs compared to nonsmokers. Experiment 3 showed similar levels of negative implicit emotional responses among smokers and nonsmokers. Our data suggest that the decreased affective response involves higher‑order cognitive elaboration and evaluations of the messages conveyed by GHWs, while early negative emotions triggered by the graphic component of the warnings similarly affect smokers and nonsmokers. We propose that implicit measures may serve as additional and inexpensive tools for dissociating explicit biased affective responses of smokers towards GHWs from automatic emotional responses. In particular, the affect misattribution procedure may help to design warnings that communicate the risks of smoking while prevent adverse outcomes such as cognitive dissonance.

Palavras-chave : Cognitive and affective processing; emotional reactions to smoking; graphic health warnings (GHWs); implicit affective response; smoking cessation; tobacco control policy.

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