Social Marketing and Tobacco Control

Dewhirst, Timothy; Lee, Wonkyong Beth

doi:10.4135/9781446201008.n27

Cited by 8 publications

(7 citation statements)

References 63 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Transcripts were analyzed in NVivo version 12.0 using inductive thematic analysis [22]. The first two authors (E.L. and H.D.)…”

Section: Discussionmentioning

confidence: 99%

“…For example, nicotine reduction may drive exclusive smokers to believe that they need to smoke more intensively to satisfy their desire for nicotine, dual users to switch to alternative nicotine products they already use and former smokers or non-smokers to re-initiate or initiate smoking, respectively. Based on the potentially distinct responses from these population segments, the current study used a behavioral segmentation approach to qualitatively explore the perceptions of nicotine and nicotine addiction that exist within these groups [21][22][23]. Also, to inform future communication efforts around VLNC policy, we examine how their perceptions of nicotine and addiction might be affected by the messages communicating about VLNC policy.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Addicted to smoking or addicted to nicotine? A focus group study on perceptions of nicotine and addiction among US adult current smokers, former smokers, non‐smokers and dual users of cigarettes and e‐cigarettes

et al. 2021

View full text Add to dashboard Cite

Background and Aims In 2017, the US Food and Drug Administration (FDA) proposed to reduce nicotine in cigarettes to minimally or non‐addictive levels. This study qualitatively explored perceptions of nicotine and addiction, both independently and in response to messages communicating about nicotine reduction. Design Qualitative study using focus groups. Participants described their perceptions of nicotine and addiction and their responses to messages about the nicotine reduction. Setting Atlanta, GA and San Francisco, CA, USA. Semi‐structured focus groups were conducted virtually in Spring 2020. Participants Exclusive smokers (n = 27), dual users (of cigarettes and electronic cigarettes) (n = 25), former smokers (n = 32) and young adult non‐smokers (n = 31). Measurement Inductive thematic analysis of transcripts was conducted, and results were compared across smoking status groups. Findings Participants across all smoking status groups associated nicotine with tobacco products, but consistently misperceived that nicotine caused disease. Perceptions of addiction were largely negative and varied by smoking status. Experienced smokers (exclusive smokers, former smokers and dual users) differentiated tobacco use from other addictions and minimized their own experiences of addiction. Perceptions of addiction across experienced smokers included not only the chemical properties of nicotine, but also the behavioral aspects of tobacco use, including oral fixation, having a smoking routine and response to internal and external cues. In response to messages, many believed that removing the nicotine would not make cigarettes less addictive because of the multi‐factorial nature of smoking addiction that includes non‐pharmacological cues. Conclusions Perceptions of nicotine and addiction among non‐smokers, former smokers, exclusive smokers and dual users of cigarettes and e‐cigarettes vary based on smoking status, but there is a common tendency to believe that nicotine is addictive, that addiction results from more than just nicotine, and that very low nicotine cigarettes will not necessarily reduce the addictiveness of cigarettes.

show abstract

“…Transcripts were analyzed in NVivo version 12.0 using inductive thematic analysis [22]. The first two authors (E.L. and H.D.)…”

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Addicted to smoking or addicted to nicotine? A focus group study on perceptions of nicotine and addiction among US adult current smokers, former smokers, non‐smokers and dual users of cigarettes and e‐cigarettes

et al. 2021

View full text Add to dashboard Cite

show abstract

“…In contrast, public health efforts, including most social marketing efforts, typically adopt a traditional branding approach (Dewhirst and Lee, 2011). Most social marketing programmes use branding primarily to establish a consistent name, look and feel to achieve brand and message awareness, without specific intent to create a lifestyle brand or build sociocultural authority.…”

Section: Jsocm 113mentioning

confidence: 99%

Social branding framework to address smoking among alternative peer crowd teens

Stalgaitis¹,

Jordan²,

Djakaria³

et al. 2021

JSOCM

View full text Add to dashboard Cite

Purpose This paper aims to describe the social branding framework, which uses lifestyle branding to change behaviour within psychographically-defined target audiences. Syke, a social branding programme to reduce cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results. Design/methodology/approach Social branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural authority is built, the lifestyle brand introduces tailored behavioural messaging using targeted messaging channels, relying on experiential marketing events and in-group influencers to align the desired behaviour with the audience’s social identity and values. The evaluation consisted of annual cross-sectional surveying (2011–2014; n = 2,266) on brand recall, liking, message comprehension and current smoking. Among those with recall, the prevalence of liking/comprehension categories (disliked and did not understand; liked or understood; liked and understood) and of smoking within categories was compared across years using chi-square tests. Multivariate logistic regression explored liking/comprehension as a predictor of smoking. Findings Recall, liking and comprehension were significantly higher in 2014 than in 2011, as was the proportion who both liked and understood Syke. Those who liked and understood Syke had half the odds of current smoking compared to those who disliked and did not understand it. Originality/value Syke reached, was liked by and was understood by the target audience. The social branding framework effectively appeals to and reaches higher-risk audiences, with learnings applicable to other behaviours and populations.

show abstract

“…Demarketing situations, for example, might include utility companies discouraging use, if there are difficulties meeting demand during periods of peak usage, or might also reflect larger societal concerns regarding commitments to environmental sustainability (e.g., Phipps and Brace-Govan 2011). Moreover, Kotler and Zaltman (1971) introduced the notion of social marketing , thereby demonstrating that marketing concepts and techniques were increasingly applicable to nonprofit and public organizations and could be useful to address social, environmental, and public health concerns, such as preventing or reducing instances of cigarette smoking (Dewhirst and Lee 2011). In many instances, underlying reasons against consumption are apparent with social marketing initiatives, with the prevention of certain behaviors or promotion of continued inaction being common goals (Andreasen 2012).…”

mentioning

confidence: 99%

Introduction to the Special Section: The Domain and Intersection of Anticonsumption, Marketing, and Public Policy

Lee¹,

Dewhirst²,

Cherrier³

2018

Journal of Public Policy & Marketing

Self Cite

View full text Add to dashboard Cite

Defining key terms serves an important role in setting boundary conditions (Gundlach 2007). For example, when reviewing the table of contents for a book concerning marketing and public policy, interesting questions-and contested responses-might emerge regarding what subject matter should be included as well as excluded. In this introduction to the special issue on anticonsumption, marketing, and public policy, we provide a definition for these three key terms, which provide scope for what might be covered in a special issue on such subject matter. We also illustrate how the domains of anticonsumption, marketing, and public policy might intersect. Anticonsumption is commonly defined as "a resistance to, distaste of, or even resentment or rejection of, consumption" (Zavestoski 2002, p. 121). Consistent with the notion of resistance, the prefix "anti-" indicates being opposed to something (Roux 2007), and anticonsumption research is focused on the reasons against consumption (Chatzidakis and Lee 2013). Not surprisingly, then, anticonsumption subject matter has pertained to brand avoidance (e.g.

show abstract

Social Marketing and Tobacco Control

Cited by 8 publications

References 63 publications

Addicted to smoking or addicted to nicotine? A focus group study on perceptions of nicotine and addiction among US adult current smokers, former smokers, non‐smokers and dual users of cigarettes and e‐cigarettes

Addicted to smoking or addicted to nicotine? A focus group study on perceptions of nicotine and addiction among US adult current smokers, former smokers, non‐smokers and dual users of cigarettes and e‐cigarettes

Social branding framework to address smoking among alternative peer crowd teens

Introduction to the Special Section: The Domain and Intersection of Anticonsumption, Marketing, and Public Policy

Contact Info

Product

Resources

About