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Communicating Effectively: Inside the Minds and Habits of Smokers

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... more creative, and more romantic than non smokers. ... 29% of smokers regularly play video games v. 18% of smokers. Inside the Habits of Smokers ... – PowerPoint PPT presentation

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Title: Communicating Effectively: Inside the Minds and Habits of Smokers


1
Communicating EffectivelyInside the Minds and
Habits of Smokers
  • Kathryn Kahler Vose
  • October 2008

Data presented from the Porter Novelli 2008
ConsumerStyles 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 38 of smokers said they do everything they
    can to stay healthy compared to 58 of
    nonsmokers.

Donohew, et al. Personality and Risky Behavior
Communication and prevention. Elsevier Science,
2004.
3
Inside the Minds of Smokers
  • Health
  • Only 55 of smokers believe their current
    cigarette use is a threat to their health.
  • 60 of smokers agree that living life in the best
    possible health is very important to them
    compared to 75 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 of smokers.
  • Self Profile
  • Smokers perceive themselves as more adventurous,
    more creative, and more romantic than non
    smokers.
  • A little over 1 in 7 feel they are trendsetters.
  • They surround themselves with likeminded people.

5
Inside the Habits of Smokers
  • Religion/Spirituality
  • Smokers participate less in religious activities
    than nonsmokers (15 v. 29).
  • Only 25 of smokers consider themselves religious
    compared to 41 of nonsmokers.

6
Inside the Habits of Smokers
  • On the Edgier Side
  • Only 11 of smokers listen to Religious/Gospel
    music compared to 20 of nonsmokers.
  • 25 of smokers listen to Hard Rock compared to
    12 of nonsmokers.
  • 27 of smokers regularly go to bars or nightclubs
    v. 13 of nonsmokers.
  • 29 of smokers regularly play video games v. 18
    of smokers.

7
Inside the Habits of Smokers
  • Playing the Odds Smokers vs. Nonsmokers
  • Gambling (27 v. 16)
  • Playing Cards (43 v. 33)
  • Lottery Tickets/Scratch-Offs (37 v. 23)

8
What does this mean for helping smokers quit?
  • Do they think they need help? If so, where do
    they go?
  • 27 of smokers 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 (47) followed by magazines (26)
    and television (18).
  • Considering all sources, smokers say they
    regularly use doctors (72), up considerably from
    previous years, television (47), their families
    (42), and the Internet (42) to find answers to
    their health questions.

9
What does this mean for helping smokers quit?
  • Do they want to quit? When?
  • 11 say they never expect to quit.
  • 26 expect to quit in the next six months.
  • 10 expect to quit in the next month.
  • 52 expect to quit in the future, but not in the
    next 6 months.
  • From 2007 ConsumerStyles Data

10
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 edgy 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.

11
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.
  • Know and understand your target audience and
    customize your messages.
  • Use social media as appropriate.
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