No abstract

No abstract

This study aimed to investigate how users perceive the different elements of an internet based smoking cessation intervention and to see if the program meet needs and expectations of people in a smoking cessation process. Nine semi-structured interviews were conducted in February 2010. Participants were recruited via the homepage of the smoking cessation program Dit Digitale Stopprogram (Your Digital Quit Program) operated by the Danish Cancer Society. The main result was that participants established a relationship to the program which influenced their smoking cessation process. Participants perceived the program as caring and found it supportive. However, the program also created feelings of frustration, disappointment and anger. Some participants in the last phase of cessation experienced text messages from the program as smoking cues. The study concluded that individual interpretations of the different elements in an Internet-based smoking cessation intervention can have both positive and negative impact on the smoking cessation process of participants.

The blog offers a unique platform for informal conversations about quitting smoking and is important in providing social support to people in a smoking cessation process.

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton's Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks. These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication.