Gender Differences in Affective Response Toward Pictorials: Affective Warning Pictorials on Cigarette Label

  • Arisara JiamsanguanwongEmail author
  • Pat-Arin Chanduen
Part of the International Series on Computer Entertainment and Media Technology book series (ISCEMT)


Consideration of designing an emotional warning pictorial on cigarette labels which will be used in public place, the effect from gender differences should be concerned. The aim of this study was to examine gender differences in emotional response from warning pictorials on cigarette labels. Sixty engineering students participated in this study. Half of them are males. Neutral affect manipulation using IAPS was conducted prior the experiments. Participants were asked to rate their emotional responses from 60 warning pictorials (positive, neutral, negative). Results revealed that both male and female participants could perceive target emotional affective warning pictorials, although there were some differences. Male participants perceived greater arousal than female participants which contradicts to previous study. Implications for affective warning pictorial design concerning gender difference.


Affective response Emotional response Warning pictorials Gender differences 


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© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Industrial EngineeringChulalongkorn UniversityBangkokThailand

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