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Enacting risk reduction: An examination of the volitional stages of smoking cessation within Scotland

Thomson, J.A. and Hassan, L.M. and Shiu, E.M.K. and Shaw, D. (2006) Enacting risk reduction: An examination of the volitional stages of smoking cessation within Scotland. International Journal of Consumer Studies, 30 (3). pp. 256-270. ISSN 1470-6423

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Abstract

This study examines an extended version of the Theory of Planned Behaviour (TPB) in the context of nicotine replacement therapy (NRT) as an aid to smoking cessation. An attempt is made to address the intention-behaviour gap identified in the literature by specifically focusing on the role and interrelationships of volitional stages, namely intention, planning and anticipated effort. A convenience sample of 207 female smokers, aged 16-36, provided information about their views, attitudes and volitional behaviour regarding the use of NRT as an aid to smoking cessation. Results of this study show the TPB to be pertinent, accounting for 41% of the variance in intention to use NRT as an aid to smoking cessation. Furthermore, behavioural intention is found to mediate the relationship between the TPB antecedents (attitude, subjective norm and perceived behavioural control) and each of the two volitional elements, planning and anticipated effort. The implications of these findings are discussed.