Health Psychology, 2nd Edition

CHANGING BEHAVIOUR 205

Promoting smoking cessation

The illustrations below are typical of those used in many anti-smoking campaigns

(including those used on cigarette packets). How do these materials correspond to

protection motivation theory specifications?

Most smokers want to give up and have tried to quit so motivation is not usually

the main barrier to behaviour change. Instead, most smokers feel low self-efficacy

in relation to quitting. The materials shown above do not bolster smokers’ self-

efficacy so smokers may dismiss them. Compare these to the ‘Get unhooked’

campaign below. This appeal offered smokers help by first acknowledging how

painful and unpleasant quitting might be because of their addiction. Given what you

know about fear appeals and smoking, which approach would you invest in pre-

testing?

FOCUS 9.2