1. W ILL YOU STOP SMOKING ? E XPLAINING RESISTANCE TO ANTI - SMOKING ADVERTISING THANKS TO THE T HEORY OF P LANNED B EHAVIOR Marie-Laure MOURRE Université Paris-Est Créteil, France Institut Supérieur de Gestion, Paris, France mlmourre@yahoo.fr

2. C ONSEQUENCES OF S MOKING 6 millions premature deaths worldwide 650,000 premature deaths in Europe 2 Source: WHO Report on the Global Tobacco Epidemic, 2011

3. F RAMEWORK C ONVENTION ON T OBACCO C ONTROL Treaty adopted by the 56th World Health Assembly on May 21, 2003 signed by 173 parties (April 2011) Article 12 : Each Party shall promote and strengthen public awareness of tobacco control issues using all available communication tools, as appropriate. 28% of worldwide population exposed to anti-tobacco mass media campaigns (Jan 2009-Aug 2010) 3

4. D AILY S MOKING P REVALENCE IN E UROPE 4 Source: 2009 Eurobarometer from the European Commission

5. S MOKING I NCREASE IN F RANCE 5 Source: INPES 2010 Health Barometer

6. C ONCEPTUAL B ACKGROUND The Theory of Reasoned Action (Fishbein & Ajzen, 1975) has demonstrated good behavioural predictability in the field of health communication (Sheppard, Hartwick & Warshaw,, 1988, Brubaker & Fowler, 1990, Noar & Zimmerman, 2004) 6

7. C ONCEPTUAL B ACKGROUND The Theory of Planned Behavior (Ajzen, 1985) has demonstrated good behavioural predictability in the field of health communication (Sheppard, Hartwick & Warshaw,, 1988, Brubaker & Fowler, 1990, Noar & Zimmerman, 2004) 7

8. R ESISTANCE TO A NTI -T ABACCO C AMPAIGN ? Is there resistance ? Just not persuaded ? Or boomerang effect? Which kind ? Attitudinal Intentional Behavioral Who are the most resistant ? The most dependant on nicotin ? The most dependant on others ? 8

9. T EST M ETHODOLOGY Advertising developed by the WHO for the 2010 World No-Tobacco Day Pre-post exposure measures of: Attitude toward smoking (Etter et al., 2000) Intention to stop smoking (Richmond, Kehoe & Webster, 1993) Tobacco dependance (Fagerström, 1978) Susceptibility to interpersonal influence ( Bearden, Netemeyer & Teel, 1989) French smoking students aged 20 on average 3 weeks between pre and post questionnaires 9

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11. P RE - EXPOSURE F INDINGS 1. A negative attitude toward smoking among smokers Agreement of 5,3/7 with items related to negative aspects of smoking 6,1/7 on « smoking is extremely dangerous for my health » 2. A low intention to stop smoking, not explained by nicotine addiction « Would you like to stop smoking completely if you could do it easily ? » 30% answer NO No difference between addicted and non addicted-smokers 11

12. P OST -E XPOSURE R ESULTS (1/2) 1. No effect of the advertising on attitude 2. Conative resistance: boomerang effect 12

13. P OST -E XPOSURE R ESULTS (2/2) 3. Resistance is driven by susceptibility to interpersonal influence 13 Intention to stop smoking

14. G OOD P ERFORMANCE OF TPB 14 Attitude IntentionSubjective norms Perceived behavioural control Behaviour R 2 =0,317 0,244 - 0,139

15. C ONCLUSIONS Communication alone triggers resistance Resistance against the anti-tobacco message of the advertising is conative not attitudinal Message induces management of fear instead of management of danger (Leventhal, 1965) Subjective norms are key drivers of behavioral intentions The most fragile smokers are torn between an anti-smoking norm of the society and the pro-smoking norm of their peers (Burton et al., 1989) Engage smokers into small actions inducing change in norms (Lewin, 1947, Freedman & Fraser, 1966) 15

16. Attitude IntentionSubjective norms Perceived behavioural control Behaviour Theory of Planned Behavior N EXT S TEPS 16

17. Persuasion Knowledge Attitude Intention Processing route Subjective norms Perceived behavioural control Capacity Motivation Behaviour PKM ELM HSM Theory of Planned Behaviour 17