Social smokers: Smoking motivations,behavior, vulnerability,and responses to antismoking advertising

Antismoking campaigns have traditionally ignored the differences between social and regular smokers. This paper reports the results of three studies: interviews with 17 college students describing themselves as social smokers, a survey verifying the interview results with a larger sample of undergraduates, and an experimental test of advertising appeals based on the survey results. In the interviews, social smokers differentiated themselves from regular smokers and described smoking mostly in situations where drinking and smoking goes hand in hand. They did not feel vulnerable to the long‐term consequences of smoking. The survey confirmed differences between the behaviors, motivations, and perceived vulnerability of social and regular smokers. The experimental study found that both social and regular smokers were persuaded by an advertisement describing the risk of cancer, but social smokers expressed the lowest vulnerability to this risk. A message strategy describing the risk of addiction was particularly effective in capturing the attention of social smokers. Copyright © 2012 John Wiley & Sons, Ltd.