Unveiling the Impact of Smokers’ Self-Construals on the Effectiveness of Smoking Cessation Campaigns: A Comparative Analysis of E-Cigarettes and Combustible Cigarettes

TL;DR

This study shows that how smokers view themselves influences how effective anti-smoking messages are, especially for e-cigarette users.

Contribution

The research introduces a novel framework linking self-construals and cigarette type to cessation campaign effectiveness.

Findings

Interdependent self-construal users of e-cigarettes are more likely to intend to quit.

Cessation messages for e-cigarettes work better with interdependent framing.

Combustible cigarette messages are more effective with independent self-construal framing.

Abstract

This research conducted two studies in South Korea to explore the relationship between smokers’ self-construals and the types of cigarettes they use, emphasizing their combined effects on cessation campaign effectiveness.

Study 1 explored how smokers’ self-construals influenced their intentions to quit smoking or vaping, considering their primary cigarette usage. Study 2 further investigated this relationship within cessation campaigns, employing messages framed by both self-construal (independent vs. interdependent) and cigarette type (combustible vs. electronic).

The results of Study 1 showed that individuals with a strong interdependent self-construal were more likely to express intentions to quit smoking or vaping when using e-cigarettes compared to combustible cigarettes. Similarly, Study 2 demonstrated that cessation messages for e-cigarettes were more effective in eliciting intentions to quit when presented with an interdependent self-construal frame, while messages for combustible cigarettes showed greater effectiveness with an independent self-construal frame.

Campaigns solely focused on independent self-construals might not effectively persuade e-cigarette users to quit, as they may prioritize communal wellbeing over individual benefits. Adapting anti-e-cigarette campaigns to align with the values of interdependent self-construals could yield better outcomes in promoting cessation among e-cigarette users.

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