Effects of Warning and Information Labels on Attraction to Television Violence
in Viewers of Different Ages

Brad J. Bushman
Iowa State University

This study tested the hypothesis that warning labels are more likely to draw
viewers to TV violence than are information labels. Both types of labels inform
viewers about the film's content, but the warning label also gives viewers advice
and might therefore arouse reactance. Five age groups were tested: 9-11 year
olds; 12-14 year olds; 15-17 years olds; 18-20 year olds; and adults at least 21
years old. There were 900 participants, 180 (90 males, 90 females) in each age
group. Participants read descriptions of violent and nonviolent films and rated
how much they wanted to watch the films. Participants were randomly assigned to
one of three groups: warning label ("This film contains violence. Viewer
discretion is advised."); information label ("This film contains violence."), or
no label. Those in the warning label group wanted to watch the violent films
more than those in the information label and no label groups. The latter two
groups did not differ. Similar effects were obtained for all age groups.
Warning labels may draw children and adult viewers to violent programs.