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Although much research on graphic cigarette warnings has focused on motivational responses, little focus has been given to how much individuals learn from these labels.

This study aims to investigate whether graphic warnings provide greater perceived new knowledge of smoking consequences compared to text-only warnings, and to test a mediational model whereby perceived new knowledge promotes discouragement from smoking through its impact on worry.

In two studies, young adult smokers and nonsmokers (ages 18–25) evaluated graphic + text and corresponding text-only labels on perceived knowledge, worry about the harms addressed by the warning, and discouragement from smoking.

Compared to text-only labels, graphic + text labels were rated as providing better …