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Inside the Minds and Habits of Smokers Kathryn Kahler Vose

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Smokers are more interested in living now instead of living longer ... Novel or 'trendy' approaches may attract and hold their attention. Lifestyle Appeal ... – PowerPoint PPT presentation

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Title: Inside the Minds and Habits of Smokers Kathryn Kahler Vose


1
Inside the Minds and Habits of Smokers - Kathryn
Kahler Vose
  • What Quitters Want
  • December 7, 2005

Data presented from the PNStyles Database unless
otherwise noted.
2
Inside the Minds of Smokers
  • Risk
  • Smokers are high sensation seekers
  • Smokers are more interested in living now instead
    of living longer
  • Only 32.9 of smokers said they do everything
    they can to stay healthy compared to 50.3 of
    nonsmokers

Donohew, et al. Personality and Risky Behavior
Communication and prevention. Elsevier Science,
2004.
3
Inside the Minds of Smokers
  • Health
  • Only 59.8 of smokers agree that living life in
    the best possible health is very important to
    them compared to 72.1 of nonsmokers
  • Smokers do not view their doctors as partners in
    their health care

4
Inside the Minds of Smokers
  • Physical Appearance
  • Looking healthy is important to 70.3 of smokers
  • Self Profile
  • Smokers perceive themselves as more adventurous,
    more youthful, more creative.
  • They feel they are trendsetters.

5
Inside the Habits of Smokers
  • Religion/Spirituality
  • Smokers participate less in religious activities
    than nonsmokers (14.8 v. 30.1)
  • Only 35.2 of smokers consider themselves
    spiritual compared to 45.9 of nonsmokers
  • On the Edgier Side
  • Only 9.8 of smokers listen to Religious/Gospel
    music compared to 16.1 of nonsmokers
  • 38.2 of smokers listen to Alternative or
    Progressive Rock/Hard Rock compared to 22.0 of
    nonsmokers
  • 17.4 of smokers read Playboy or Cosmopolitan
    compared to 9.1 of nonsmokers
  • 27.8 of smokers regularly go to bars or
    nightclubs vs. only 14.1 of nonsmokers

6
Inside the Habits of Smokers
  • Playing the Odds
  • Gambling (25.8 v. 15.1)
  • Playing Cards (46.9 v. 36.6)
  • Lottery Tickets/Scratch-Offs (39.3 v. 23.4)
  • Health is not a Priority
  • Only 47.7 of smokers are actively trying to
    prevent disease and illness compared to 61.8 of
    nonsmokers

7
What does this mean for helping smokers quit?
  • Do they think they need help? If so, where do
    they go?
  • More than 30 say that when it comes to new
    health information, I am tired of people telling
    me what to do.
  • Primary media source for health information is
    the Internet (48.4) followed by magazines
    (31.7) and television (11.5). Radio is least
    used source (1.1)
  • Their primary source of information about a
    health condition is the Internet (35.5)
  • They will turn to a friend or family member for
    information on a health condition more often than
    nonsmokers (14.7 v. 9.8)

8
What does this mean for reaching smokers?
  • Change the Why
  • Health fairs and physician outreach may not be as
    effective with this group as a whole
  • Novel or trendy approaches may attract and hold
    their attention
  • Lifestyle Appeal
  • Smoking is not a health issue to smokers, it is a
    lifestyle choice
  • Quitting smoking is seen as a loss rather than a
    gain
  • The social benefits to quitting may resonate

9
Looking Ahead
  • Great progress to inform the public about the
    dangers of smoking and many have quit as a result
    of health messaging
  • For those not yet reached, audiences should be
    approached as consumers
  • Motivation to quit is to attain a more appealing
    lifestyle move from should quit to want to
    be a nonsmoker
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