Consumer perceptions and intentions toward smoking cessation tools

Purpose - This paper aims to examine preferences for different smoking cessation tools, investigates smokers' perceptions of these tools by examining their brand personalities and determines whether these perceptions predict intentions to use particular cessation tools. Design/methodology/approach - Two surveys of smokers evaluated cessation tools from electronic cigarettes to hypnosis. Findings - Smokers showed a strong preference for electronic cigarettes over other cessation tools. Different aspects of brand personality predicted intention to use different cessation tools. Research limitations/implications - The research used online surveys rather than real purchasing behavior. The results indicate that advertisements emphasizing the personality attributes of different cessation tools could be effective in encouraging the use of appropriate cessation tools. Social implications - If research validates e-cigarettes as a valuable cigarette smoking cessation tool, then public service advertisements encouraging their use should emphasize their sincerity and excitement. If e-cigarettes have a net negative effect on public health, public service advertising should stress that the marketing of e-cigarettes is not sincere. Originality/value - This research extends the idea of brand personality, showing how it can encourage behavior that promotes public health goals.