Table 2

Summary of participants’ responses to warnings
Image Summary evaluations
Novel Health Themes
Stuffed Lungs • High visual impact;
• Easily understood;
• Strong salience (especially with male participants);
• Risk seen as distal and inconvenient rather than life-threatening
Eyeball • High visual impact;
• Poorly understood;
• Limited salience, though multiple messages resonated with the few who understood these;
• Not seen as presenting an immediate risk.
Social Risk Themes
Male and female mouth (two images) • High visual impact;
• Easily understood;
• Strong salience with both males and females;
• Immediate risk that stimulated concern despite reported precautions
Perfume bottle • Weaker visual impact;
• Not easily understood;
• Strong salience with both males and females;
• Immediate risk but lower levels of concern
Product Denormalisation Themes
Dagger • Moderate visual impact;
• Easily understood;
• Weak salience;
• Not seen as presenting an immediate risk.
Poison bottle • Weaker visual impact;
• Easily understood;
• Weak salience;
• Not seen as presenting an immediate risk.
Ashtray • Weaker visual impact;
• Easily understood;
• Weak salience;
• Not seen as presenting an immediate risk.

Hoek et al.

Hoek et al. BMC Public Health 2013 13:609   doi:10.1186/1471-2458-13-609

Open Data