The impact of Australia's new graphic cigarette packet warnings on smokers' beliefs and attitudes

Caroline L. Miller, David J. Hill, Pascale G. Quester, Janet E. Hiller

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


In 2006 Australia introduced graphic health warnings (GHW) on cigarette packets, depicting a range of tobacco-related pathology. This intervention, controlling the appearance of a consumer product, was designed to raise consumers' awareness of the harms of tobacco use, motivate quitting, and discourage uptake of smoking.This study applies the reasoned action approach to assess the relevance of GHW-related beliefs and attitudes to smokers' behavioural intentions and smoking behaviour.A sample of 587 smokers was recruited through a random representative population survey in 2005, prior to the introduction of new warnings. A subset of 158 was followed up a year later.The results show that GHW-related beliefs and attitudes were predictive of intention to quit smoking. Intentions to quit were, in turn, predictive of quitting behaviour as measured in the follow up stage. New GHW warnings, smokers are presumed to have been exposed to, were also associated with changes in beliefs over time.

Original languageEnglish
Pages (from-to)181-188
Number of pages8
JournalAustralasian Marketing Journal
Issue number3
Publication statusPublished or Issued - Aug 2011


  • Intention to quit
  • Pack warnings
  • Smoking
  • Theory of Reasoned Action

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing

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