Narrative Pictorial Warning Labels Focus Group Study

The goal of this project is to identify what intrinsic features a pictorial warning label (PWL) must have to be constructed as a narrative. Thirty moderate and heavy drinkers discussed a series of mockup PWLs designed to communicate the cancer risk of alcohol in online focus group settings. Each discussion lasted about 1.5 hours. <br><br>The discussion consisted of three sections. In the first section, the moderator inquired about participants’ knowledge of the health risks of alcohol. In the second section, the moderator presented four images of alcohol bottles with PWLs and asked for participants’ feedback on the narrativity of these labels. In the third section, the moderator showed three new sets of mockup PWLs and asked participants to rank the warnings from the most story-like to the least story-like and explained their reasoning. <br><br>