Exploring responses to differing message content of pictorial alcohol warning labels

One way of tackling hazardous alcohol consumption is introducing warning labels on products. This research explores three under-researched message content areas in relation to labels: negative/positive framing the message; use signal words and qualifiers type information used (qualitative or quantitative), across themes that depict social health consequences. A qualitative exploratory approach was undertaken using five focus groups UK undergraduate students followed by 15 semi-structured interviews with adults. Discussions centred around responses varied characteristics. The also created their own label designs based what they believed would be useful for encouraging keep low-risk drinking guidelines. Findings both samples revealed a preference negatively (loss) framed messages elicit fear evidence-based reasoning statistics. avoidance (e.g. ‘government warning’) may cause) likely make more persuasive. Our findings contribute understanding influence consumer labels. However, such characteristics are inherent design many product warnings our apply other contexts.