Less harmful ≠ safe: Effects of cigarette graphic health warnings on E-cigarette evaluations

As mandated by the FDA, color graphics depicting some of the lesser-known negative health consequences of smoking will soon be required on all cigarette packaging and advertising. Extensive prior research has demonstrated that Graphic Health Warnings (GHW) are a highly cost-effective way to demarket cigarettes. However, the results of this study suggest that GHW may have unintended negative health implications for consumers. While e-cigarette Addiction Warnings (AW) increased fears about the negative health effects of vaping, cigarette GHW decreased fears and beliefs about the negative health effects of vaping. GHW also had an indirect effect on consumers' beliefs about the negative health risks of vaping. Consumers' mindfulness (low vs. high) moderated these effects. The results provide initial insight into the inter-relationships between cigarette GHW, e-cigarette AW, and individual difference.