Even in Italy we have the shock images on cigarette packs: photos of punctured trachea, black lung, corroded teeth of children in danger and impotent men. This was announced by Minister of Lorenzin health. The obligation of dissuasive photos is part of the European Directive 40 of 2014 on smoking, we are going to adopt. Do these shock images on cigarette packs with the purpose of counteracting smoking work? I recently used a promo code for V2 ecigs to purchase a few bottles of eliquid and a vape pen. I did not notice any shock labels on any of the products.
Verbal communication (things said or written) has an almost insignificant effect on our subconscious. This is why the writing on the packages “smoking kills” is insufficient. Indeed, to justify the inconsistency of buying something with an inscription that translate to “what, are you crazy?” The smoker becomes almost fanatical claiming not wanting to stop because he likes it, and not because he cannot stop. This is all in a bid to make people quit smoking. Perhaps we have ignored a better solution: the V2 electronic cigarette which can ease a smoker out of his addiction to tobacco. The proof we have at this moment: the anti-smoking commercials with the innocent Nino Frassica that says “what, are you stupid?” to tobacco users has raised the ire of the smoker Victor Felts. Instead the images (nonverbal communication) produce a much more profound effect. So do they work? An experiment reveals the answer.
If the authorities, did tests before turning out directives that affect our habits, we would avoid spending money and time unnecessarily. Governance based on data and cognitive psychology is called nudging (I recommend to deepen the theme Motterlini’s, Psycho-Economy Charlie Brown). Or they could invest their time into promoting ecigs like the V2 e-cigarette which promises better results towards quitting smoking.
Studies show that the shocking images on cigarette packets are useless. As illustrated by Martin Lindstrom in his book Neuromarketing, 2081 smoking volunteers from America, England, Germany, Japan and the Republic of China have been involved in the largest and most revolutionary neuromarketing experiment in history, just for your images on packages. There is a reason why V2 ecigs don’t have these types of shock images on them. It is because they are nowhere near as harmful as regular cigarettes.
Neuromarketing is the branch of marketing that deals with the hidden truth behind the way in which the messages of brands and parties work on the human brain; like our truest reactions to stimuli and to a much deeper level than conscious thought, and how our subconscious minds control our behavior – usually the opposite of how we behave. The method used to discover all this is functional magnetic resonance imaging (fMRI), which is the helmet that you see in many documentaries, which detects areas of the brain that light up as a result of certain stimuli (images, words, smells, etc.).
The participants underwent a brain scan for a month and a half. A small reflective device, similar to a rearview mirror for automobiles, projecting a series of dissuasive labels from various angles, one after the other, on a screen. During this kind of slide show, the volunteer had to give an assessment of his desire to smoke and to indicate his answers by pressing a button on a small keypad.
Here are the results: The dissuasive pictures on the sides, front and back of cigarette packs had no restrictive effect on the urge to smoke for smokers. Zero. In other words all those shocking photographs and the millions in anti-smoking campaign were just a big waste of money.
But the most shocking discovery comes after. Looking at the behavior of the brain was discovered that the labels of mouths, lungs and limbs torn from smoking had actually intensely stimulated an area of the brain of smokers, the nucleus accumbens, also known as the center of desire, which is activated when the body wants something, including smoke.
The study then revealed that the dissuasive labels not only could not distract from smoking, but activating the nucleus accumbens, actually encouraged smokers to light a cigarette.
Rather than fight it, these labels are a powerful marketing tool for tobacco companies. Minister Lorenzin, consulted more studies and challenge the point of law on shock labels. We do not need other expenses and unnecessary laws, nor to feed the habit of smoking. What we need is a realistic solution in the form of V2 ecigs that can actually make a difference.