Smoker Behavior and Social Marketing Policy

概要

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Recently, people have been calling for restrictions against tobacco smoking that is regarded as a social issue. This study attempts, based on the author's research approach, to examine how the marketing information and social norms affect the smoker's decision making process, thereby contributing to the social marketing policy that will effectively reduce the consumption of tobacco. According to the results of positive analysis, it can be concluded that the smoking intention and the continuation of smoking are determined by the effects of both the marketing information related to tobacco and the information of the social norms that are, based on his or her own values, internally processed by the smoker. Also, we may be able to predict that the regular smoker's smoking intention and behavior will be maintained even if the number of cigarettes being consumed may decrease. Finally, based on the smoker behavior model formulated here, the study will provide some suggestions for a social marketing policy towards the reduction of tobacco consumptions.
横浜商科大学の論文
2005-03-01