Self-efficacy theory, locus of control and smoking cessation among Asians
A univeral dilemma associated with smoking cessation programmes is the fairly high rates of recidivism. While some interventions may boast of 70, 80 and even 90% success rates at programme end-points, repeated assessments at three-month and six-month follow-up generally show a high degree of recidivism. As much as 40% of the relapses may occur within the first week after treatment (Cummings et al., 1985.) More than 100 years ago, the American humourist Mark Twain recognized this problem when he declared, “Stopping smoking is the easiest thing in the world. Why, I’ve done it a thousand times.” Twain’s innuendo demonstrates the physiological and psychological addictiveness of tobacco. The tobacco industry has known this for years, and hence its advertisemnets have been multi-faceted, targeting not only the cognitive domain but the physiological, behavioural and psychological dimensions as well. The industry’s powerful advertisements accentuate sexuality, feminity, masculinity, pleasure, romance, financial success, social popularity and, yes, even health.
KeywordsSmoking Cessation Nicotine Dependence Tobacco Control Television Advertisement Successful Quitter
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