Objectives: We used eye-tracking to examine how little cigar and cigarillo (LCC) pack features influence adults’ (aged 18–34) visual attention to warning labels.
Methods: Adults who were ever users of LCCs (N = 181) viewed a series of LCC pack images in a mixed design that varied the background color of a text-based warning label (yellow vs. white) and the inclusion of a price promotion (present vs. absent) as between factors. Eye-tracking technology measured the number of fixations, dwell time, and entry time on the warning label. Recall of the warning as well as risk perceptions were also assessed.
Results: Participants who saw LCC packs with price promotions looked at warning labels less often (B = −1.10, 95% CI −1.89, −0.32) and for shorter periods of time (B = −245.41, 95% CI −474.87, −15.96). The yellow background of the warning was associated with greater recall of the warning statement and with lower perceptions of the risk of heart disease and stroke.
Conclusions: Our study provides some evidence that price promotions distract from warnings about LCC’s health effects and that the background color of the warning statement might make a difference in recall and response to the warning.
