Encouraging normative smoking behaviour

Abstract

Why do people smoke in non-smoking areas? What interventions could be used to make a change in observed smoking behaviour? This research builds on Lindenberg and Steg's goal-framing theory to identify the motivations of norm-breaching behaviour and to suggest intervention to change this behaviour. Through an investigation of physical conditions, smoking regulations, and smokers' knowledge and attitudes, it was concluded that hedonic and gain goal-frames are dominant in smokers' decisions about where to smoke. Because these two goals result in norm violation, interventions were carried out to strengthen the normative goal-frame. The following interventions were implemented to induce the change: clearing negative cues of norm violation, strengthening prohibitions signs and improving physical conditions in designated smoking areas. The results showed a significant strengthening of normative behaviour, and based on these results, recommendations are made to the authorities and for future research.