Graphic warning labels included in questionnaire versions A and B and their understandability ratings
| Questionnaire version A | Questionnaire version B | |||
|---|---|---|---|---|
| Warning category | Label | Understandability, mean (SD) | Label | Understandability, mean (SD) |
| Cigarettes are Addictive | Hole in Throat | 3.58 (0.72) | Red Puppet | 3.41 (0.78) |
| Cigarette Injection | 3.32 (0.88) | Woman in Rain | 3.15 (0.94) | |
| Tobacco Smoke Can Harm Your Children | Smoke Approaching Baby | 3.77 (0.56) | Smoke at Toddler | 3.74 (0.50) |
| Smoke at Baby | 3.80 (0.49) | Girl Crying | 3.59 (0.69) | |
| Girl with Oxygen Mask | 3.59 (0.68) | Child Lettering | 3.66 (0.50) | |
| Cigarettes Cause Fatal Lung Disease | Toe Tag | 3.74 (0.56) | Healthy/Diseased Lungs | 3.68 (0.57) |
| Lungs Full of Cigarettes | 3.60 (0.70) | Doctor with X-Ray | 3.60 (0.64) | |
| Cigarettes Cause Cancer | Deathly Ill Woman | 3.82 (0.45) | Red Cigarette Burning | 3.67 (0.55) |
| White Cigarette Burning | 3.70 (0.59) | Cancerous Lesion on Lip | 3.73 (0.59) | |
| Cigarettes Cause Strokes And Heart Disease | Hand With Oxygen Mask | 3.52 (0.68) | Man Pain-Hand on Chest | 3.68 (0.55) |
| Red Lightning with Heart | 3.41 (0.78) | Oxygen Mask Man's Face | 3.73 (0.52) | |
| Smoking During Pregnancy Can Harm Your Baby | Pacifier and Ashtray | 3.74 (0.54) | Baby in Incubator | 3.72 (0.52) |
| Smoking Can Kill You | Man with Chest Staples | 3.68 (0.62) | Man in Casket | 3.74 (0.53) |
| Red Coffin with Body in Black | 3.71 (0.66) | Cigarettes=RIP | 3.66 (0.59) | |
| Tobacco Smoke Causes Fatal Lung Disease in Non-smokers | Woman Crying | 3.36 (0.80) | Woman Smoke at Man | 3.55 (0.69) |
| Graveyard | 3.58 (0.68) | Man Hands Up and Smoke | 3.53 (0.71) | |
| Man Smoke at Woman | 3.65 (0.67) | |||
| Quitting Smoking Now Greatly Reduces Serious Risk To Your Health | Cigarettes in Toilet Bowl | 3.24 (0.90) | Woman Blowing Bubble | 2.82 (0.98) |
| Man in ‘I Quit’ T-Shirt | 3.43 (0.73) | |||
Warning categories are those defined by the Food and Drug Administration (FDA). Label names are those used by Nonnemaker et al.34 Understandability scores range from 1 (not at all) to 4 (a great deal). The labels selected by the FDA in June 2011 appear in bold.