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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 SmokersKathryn
Kahler Vose
  • What Quitters Want
  • May 2007

Data presented from the PN Styles 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 of smokers said they do everything they
    can to stay healthy compared to 52 of
    nonsmokers.

Donohew, et al. Personality and Risky Behavior
Communication and prevention. Elsevier Science,
2004.
3
Quit to Live Video
4
Inside the Minds of Smokers
  • Health
  • Only 56 of smokers believe their current
    cigarette use is a threat to their health
  • Only 56 of smokers agree that living life in the
    best possible health is very important to them
    compared to 71 of nonsmokers.
  • Smokers do not view their doctors as partners in
    their health care.

5
Inside the Minds of Smokers
  • Physical Appearance
  • Looking healthy is important to 68 of smokers.
  • Self Profile
  • Smokers perceive themselves as more adventurous,
    more youthful, more creative.
  • They feel they are trendsetters.
  • They surround themselves with other
    trendsetters.

6
Inside the Habits of Smokers
  • Religion/Spirituality
  • Smokers participate less in religious activities
    than nonsmokers (12 v. 27).
  • Only 25 of smokers consider themselves religious
    compared to 42 of nonsmokers.

7
Inside the Habits of Smokers
  • On the Edgier Side
  • Only 10 of smokers listen to Religious/Gospel
    music compared to 18 of nonsmokers.
  • 34 of smokers listen to Alternative or
    Progressive Rock/Hard Rock compared to 17 of
    nonsmokers.
  • 17 of smokers read Playboy or Cosmopolitan
    compared to 8 of nonsmokers.
  • 29 of smokers regularly go to bars or nightclubs
    v. only 11 of nonsmokers.

8
Inside the Habits of Smokers
  • Playing the Odds
  • Gambling (25 v. 15)
  • Playing Cards (48 v. 34)
  • Lottery Tickets/Scratch-Offs (40 v. 23)
  • Health is not a Priority
  • Only 45 of smokers are actively trying to
    prevent disease and illness compared to 63 of
    nonsmokers.

9
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 (46) followed by magazines (32)
    and television (13). Radio is least used source
    (1.1).
  • Considering all sources, smokers say they
    regularly use doctors (56), their families
    (37), and the Internet (35) to find answers to
    their health questions.

10
The Blogesphere is a Tool
11
Michelle on MySpace
12
(No Transcript)
13
Take a Guess
14
Michelles MySpace
15
What does this mean for helping smokers quit?
  • Do they want to quit? When?
  • 10 say they never expect to quit.
  • 38 expect to quit in the next six months.
  • 51 expect to quit in the future, but are not
    sure when.

16
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 with
    smokers.

17
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

18
Homework Assignment Understanding the Customers
Point of View
  • Google Search
  • Smoking cessation
  • Stop smoking

19
Homework Assignment Understanding the Customers
Point of View
  • Pharmaceutical Web sites
  • www.quit.com
  • http//committedquitters.quit.com
  • http//nicorette.quit.com
  • www.helpinghand.com
  • www.nicotrol.com

20
Homework Assignment Understanding the Customers
Point of View
  • Visit tobacco industry Web site
  • Call 1-800-QUIT-NOW
  • Visit local pharmacy to see how tobacco cessation
    products are presented
  • Talk to a smoker about quitting

21
Homework Assignment Understanding the Customers
Point of View
  • What did you find most surprising?
  • If you were a consumer, what would be the
    least/most appealing aspects of the treatment
    options you explored?
  • What kinds of promotion or product re-design
    would be most helpful in closing the gap between
    what consumers wish for and what they are likely
    to find in available treatment options?
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