Quitting “Cold Turkey”: Insights from the Field on Smoking Cessation

Objectives: We sought to explore perceptions and attitudes associated with nicotine addiction, quitting unassisted or “cold turkey”, and media approaches toward tobacco cessation among people who quit cold turkey. Methods: We conducted a descriptive phenomenological study using focus group interviews with purposeful sampling. Three focus groups were convened, one with past smokers that successfully quit cold turkey (n=11), second with current smokers that attempted cold turkey but were unsuccessful (n=7), and the third with current smokers that never tried quitting cold turkey (n=9). Individuals were recruited from respondents to the 2016 Arkansas Adult Tobacco Survey. Groups were moderated by an independent third-party. Participants completed a confidential lifestyle survey prior to the focus group discussions to gain additional smoking-related information. Perceptions and attitudes about tobacco use, nicotine addiction, quitting “cold turkey”, and public health media approaches toward tobacco cessation among former and current smokers were gathered from video recordings and transcripts. Results: Former smokers who quit “cold turkey” stated that it worked because they were finally ready to quit. Current smokers that failed the “cold turkey” approach attribute their failure to lack of readiness, and a general skepticism towards any quit approaches. Additionally, negative messages were minimally impactful with regard to quitting - there must be a readiness to do so. Conclusion: The focus groups revealed that public health messages to promote “cold turkey” should be positive, empowering, and demonstrate the scope for renewed health; telling people what quitting “Will do”, not what “Not quitting will do” is vital