Since 2000, Canada has mandated the use of a set of 16 rotating graphic warning labels that cover the top 50 percent of the front and back of each cigarette package. This paper examines the issue of tobacco warning labels within the context of the Protection Motivation Model. Based on this...

Drug abuse, smoking, and disordered eating literature reveal that some health promoting messages can induce unintended or harmful effects on the target audience. Scholars recommend careful messaging in social marketing campaigns, by shifting the focus away from health outcomes. This study tests...