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Alternatives for Targeting Women in Anti‐Smoking Campaigns: Insights from a Smoking Perceived Value Perspective
Author(s) -
MonteroSimó María José,
PoloPeña Ana Isabel,
AraquePadilla Rafael,
ReyPino Juan Miguel
Publication year - 2017
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/joca.12169
Subject(s) - conceptualization , perspective (graphical) , value (mathematics) , foundation (evidence) , perception , scope (computer science) , empirical evidence , scale (ratio) , psychology , empirical research , social psychology , applied psychology , marketing , public relations , environmental health , medicine , political science , business , geography , computer science , philosophy , cartography , epistemology , machine learning , artificial intelligence , neuroscience , law , programming language
Although public anti‐smoking campaigns have undoubtedly paid off, their scope has been rather limited. This paper aims to contribute to this debate and provide a theoretical foundation based on the perceptions of female smokers that could provide guidance for the planning and design of more effective anti‐smoking campaigns. To attain this end, this study resorts to the concept of Perceived Value (PV). A scale of measurement was drawn up from the conceptualization of the Smoking PV (SPV) founded on a review of the specialized literature on smoking habits and an empirical study drawn from a sampling of female smokers. Results offer empirical evidence on the utility of the SPV both to improve our understanding of the perceived smoker experience and to predict intentions to quit smoking.