Fourteenth International Conference on Health, Wellness & Society

Abstract

The study assesses the effectiveness of the graphic health warnings among smokers in the city of Malolos, Bulacan. It is theoretically based on Prospect Theory, which asserts that loss-framed warning labels were more effective in changing consumer behavior and attitudes by encouraging smokers to quit smoking. Mixed methods of research such as quantitative and qualitative were used to support comprehensive results. The findings show that smokers had a moderate level of awareness about the health concerns associated with smoking. The inclusion of graphic health warnings on cigarette labels helped smokers to gain knowledge about the illnesses associated with cigarette smoking. In conclusion, graphic health warnings were successful in reducing smokers’ cigarette consumption.