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JOURNAL OF MANAGEMENT POLICY AND PRACTICE
Young Non-Smokers’ Insights into Graphic Health Warnings on Cigarette
Packaging: An Application of ZMET
Author(s): Monica D. Hernandez
Citation: Monica D. Hernandez, (2013) "Young Non-Smokers’ Insights into Graphic Health Warnings on Cigarette Packaging: An Application of ZMET," Journal of Management Policy and Practice, Vol. 14, Iss. 5, pp. 24 - 29
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The US Food and Drug Administration has proposed that in addition to text-only warning labels,
cigarette packages should be accompanied by explicit pictures of the potential harm that smoking can
cause. The aim of this study is an understanding of college students' perceptions of the proposed graphic
health warnings and the meanings that they associate with them. Using the Zaltman Metaphor Elicitation
Technique, young non-smokers’ insights into the proposed warnings on cigarette packaging were
uncovered. The emerged concepts were combined thematically as social, health and policy-related
themes. Implications and directions for future work are indicated.
