Communicating Effectively: Inside the Minds and Habits of Smokers

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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.
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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.
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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.

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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.

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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.

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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.

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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)

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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.

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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

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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.

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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.