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Background

Differences in Responses to Text Health Warnings by Ethnicity: A Possible Benefit of Indigenous Language Usage? Judy Li, 1 Nick Wilson, 1 Deepa Weerasekera, 1 Richard Edwards, 1 Janet Hoek 2 1 Department of Public Health, University of Otago, Wellington, New Zealand

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  1. Differences in Responses to Text Health Warnings by Ethnicity: A Possible Benefit of Indigenous Language Usage? Judy Li,1 Nick Wilson,1 Deepa Weerasekera,1 Richard Edwards,1 Janet Hoek2 1 Department of Public Health, University of Otago, Wellington, New Zealand 2 Department of Marketing, University of Otago, Dunedin, New Zealand

  2. Background • New Zealand (NZ) is one of 15+ countries involved in the ITC Project. • At the time of the first NZ survey, only text warnings were required on tobacco products. However, all of these had a Maori language component (see photo, third line of label). • We aimed to determine if there were differences in responses to warnings by ethnicity.

  3. Methods • Between March 2007 and February 2008 we surveyed by telephone a national sample of 1376 New Zealand adult (18+ years) smokers. • We asked standard ITC Project questions relating to salience, cognitive processing and behavioural responses relating to health warnings on tobacco products. • Further detail on the survey methods is available (Methods Report at: http://www.wnmeds.ac.nz/ITCProject.html).

  4. Results: Salience & cognitive processing Note: Self-reported responses with all results weighted to the national population of smokers and adjusted for complex sample design.

  5. Results: Behavioural responses Note: Self-reported responses with all results weighted to the national population of smokers and adjusted for complex sample design.

  6. Preliminary Summary • Results are suggestive that these text warnings elicit higher salience and stronger cognitive responses among Maori smokers than non-Maori/non-Pacific smokers. • Pacific smokers had significantly higher responses than Maori in categories of salience, cognitive responses and behavioural responses (suggesting that using Pacific languages as well as Maori language might be worth considering). • Further work is required to determine if these differences by ethnicity are partly attributable to demographics (eg, age distribution), smoking patterns, or different quitting intentions. • Acknowledgements: The ITC Project New Zealand team thank: the interviewees who kindly contributed their time; the Health Research Council of New Zealand which has provided the core funding for this Project; and our other project partners such as the Ministry of Health (see: http://www.wnmeds.ac.nz/itcproject.html). • Contact email: judy.li@quit.org.nz

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