Fear Appeals in Cigarette Package Labelling

The purpose of this study is to understand the attitudes and beliefs of Lithuanian adolescents towards cigarette labelling by using the quantitative research method. The study is based on the fear appeal theories. The main part of the report is based on the Protection Motivation Theory (PMT) which claims positive linear relationships between fear and persuasion. The empirical part of this report was carried out in Lithuania in March 2012. The subjects of the study in question were Lithuanian adolescents from 12 to 18 years old. The total of 442 respondents was surveyed. The results of the study reveal that the more threatening the picture which is placed on a package of cigarettes and which informs about the diseases caused by smoking is, the more effective it is for smoking prevention.