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This paper presents a qualitative research study to explore how social pressures contribute to normative behaviour of adult smokers. Drawing from theories of social learning, behaviour change and cognitive dissonance from a literature review, the research questions are framed in an empirical social perspective by giving attention to social cues to study smokers and their behaviour changes. The findings reveal that despite media communications from government agencies and public bodies about the dangers of smoking and health risks, ignoring or defying such messages are linked to deeply embedded reasons of smokers’ social norms, cognitive factors and addiction to nicotine. Exploring dissonance behaviour in smokers provides in-depth insights into their feelings and attitudes towards smoking restrictions. Participants in the research sample were found to experience acts of social and cultural stigmatisation when smoking bans reinforce negative feelings of non-smokers toward smokers. The paper concludes that messages and images communicated about inducing behaviour change in smokers from government and public sector organisations should seek to foster social inclusion with policies to support behaviour change in smokers.

Social norms, cues and improved communication to influence behaviour change of smokers