Graphic-enhanced information improves perceived risks of cigar smoking

Abstract

The Internet is a major source of health information and several notable health web sites contain information on the risks associated with cigar smoking. Previous research indicates that Internet pages containing health information on cigars have high reading levels and are restricted to text material, which can decrease understanding. We examined the effects of existing text-only (from the United States National Cancer Institute website) versus novel graphic-enhanced information on smokers' perceptions of health risks associated with cigar smoking. The study was a laboratory-based single session of current cigarette smokers (n=102) who viewed cigar smoking risk information on a computer monitor then completed cigar risk questionnaire items. Participants were randomized to view either text-only or graphic-enhanced cigar information. The graphic version contained additional risk information about cigarillos and little cigars. Text-only participants were more likely to underestimate perceived health risks associated with cigar smoking compared to graphic-enhanced participants (47.1% versus 17.7%, p=.001); and, graphic-enhanced participants were more likely to report that they would share the cigar health risk information with friends compared to those viewing text-only, 47.0% versus 27.4%, p=.005. Employing graphics to convey health risks associated with cigar smoking increases understanding and likeliness to share information. Integrating information about little cigar and cigarillo risk in conjunction with large cigar risk information is an effective public health strategy to provide more comprehensive risk information. Utilizing graphics on health information internet pages can increase knowledge and perceived risks of cigar smoking.