Pages: 49-55

Abstract

This article’s objective is to investigate the impact of level of threat and layout of the picture on evoked fear and intention to quit smoking. A between-subject full-factorial 2 × 2 experimental design was constructed (level of threat × layout of picture). A total of 316 university students participated. A MANCOVA analysis was used. The intention to quit smoking is positively influenced by perceived severity. Perceived severity and self-efficacy, when the picture is in right and text is in left are more than when the picture is in left and text in right. Evoked- fear is more when the picture is in right and text in left. These findings are interesting as they open the door to create more effective threat-appeal messages by controlling or influencing layout of picture of the threat appeals. The main social implication of this article is for governments and (health) practitioners who are working against health risk among people. When researchers do better works in discovering effectiveness of elements, governments can benefit from this information. This research is focused on impact of elements such as layout of picture on threat appeals. This could be used to create more effective threat appeals.