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The effectiveness of tobacco demarketing tools in their role in influencing the process of quitting smoking for different segments of tobacco smokers
thesis
posted on 2017-01-09, 04:25 authored by James William SampsonThis thesis examined
the effectiveness of tobacco demarketing tools in their role in influencing the process of quitting smoking for different segments of
tobacco smokers. These tools included graphic images, text warnings, debranded packaging, tobacco
tax increases, televised antismoking advertisements, nicotine replacement therapy, cessation
support services, point-of-sale display bans and smoke-free air laws. The segments used to identify smokers were visualiser-verbaliser, brand
consciousness, income, smoking rate, trait anxiety, gender and trait impulsivity.
This study’s theoretical framework comprised the marketing mix and market
segmentation coupled with theories of consumer behaviour, which included the
tripartite model of attitude and theory of planned behaviour. This study was
conducted in response to the ongoing issue of tobacco smoking both worldwide
and within the research context of Australia. A holistic model was developed to
address three research questions relating to this problem: (1) how effective is
each tobacco demarketing tool in its role in influencing the process of
quitting?; (2) does the effectiveness of tobacco demarketing tools differ
according to specific segments of tobacco smokers?; and, (3) what influence
does subjective norm, perceived behavioural control and overall attitude have on
smokers’ behavioural intention to quit smoking?
A quantitative, survey-based design was employed, using online questionnaires to collect data from a random sample of current smokers within a market research firm’s respondent panel database. The statistical technique used for analysis was structural equation modelling (SEM). This technique confirmed the validity and reliability of the model and tested the hypotheses addressing the research questions. Results of the SEM analysis were also used in a Sobel test for indirect effects and in a critical ratio for differences test to respectively test the mediation and moderation components of the model. A supplementary analysis to moderation was also performed using independent samples t tests. In addressing the first research question, results revealed only tobacco tax increases and smoke-free air laws are effective in influencing the process of quitting smoking. In addressing the second research question, the effectiveness of such tools did not differ according to different smoker segments, however a supplementary analysis revealed smokers’ attitudes towards the tools are influenced by these segmentation variables. In addressing the final research question, results revealed that intention to quit smoking is influenced by overall attitude towards quitting smoking and perceived behavioural control.
This study represents the first to take a holistic approach to simultaneously evaluating the effectiveness of all key tobacco demarketing tools and, in addition, recognise that each tool plays either one of three specific roles – influence attitude, influence intention or transitioning the former to the latter – in influencing the process of quitting. Finally, a contribution made by this study was its application of a market segmentation approach in assessing the effectiveness of key demarketing tools.
A quantitative, survey-based design was employed, using online questionnaires to collect data from a random sample of current smokers within a market research firm’s respondent panel database. The statistical technique used for analysis was structural equation modelling (SEM). This technique confirmed the validity and reliability of the model and tested the hypotheses addressing the research questions. Results of the SEM analysis were also used in a Sobel test for indirect effects and in a critical ratio for differences test to respectively test the mediation and moderation components of the model. A supplementary analysis to moderation was also performed using independent samples t tests. In addressing the first research question, results revealed only tobacco tax increases and smoke-free air laws are effective in influencing the process of quitting smoking. In addressing the second research question, the effectiveness of such tools did not differ according to different smoker segments, however a supplementary analysis revealed smokers’ attitudes towards the tools are influenced by these segmentation variables. In addressing the final research question, results revealed that intention to quit smoking is influenced by overall attitude towards quitting smoking and perceived behavioural control.
This study represents the first to take a holistic approach to simultaneously evaluating the effectiveness of all key tobacco demarketing tools and, in addition, recognise that each tool plays either one of three specific roles – influence attitude, influence intention or transitioning the former to the latter – in influencing the process of quitting. Finally, a contribution made by this study was its application of a market segmentation approach in assessing the effectiveness of key demarketing tools.