Psychological principlea | Program components | Theoretical methodsb, c |
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Social contagion Social networks can facilitate the spread of attitudes and behavior and increase the reach and intensity of a message. Stoptober used traditional and new mass media channels to create a mass quitting trigger and actively support a social movement around stopping smoking. Positive messaging was used to build engagement, enhance message dissemination and normalize quitting behavior. Stoptober aimed to increase support for the campaign, and to motivate smokers to participate and encourage others to do so too, since interconnected groups of smokers often try to quit together. | Press exposure, television and radio broadcasts include the message that Stoptober is coming up and all smokers should participate and try to quit smoking temporarily on the same date. Non-smokers are encouraged to support smokers in their participation. | Increase awareness of Stoptober Increase awareness of the advantages of smoking cessation Persuasive communication Mobilizing social network support Increasing feelings of self-efficacy |
The Stoptober camper travels to various parts of the country to reach a large number of people. The camper personnel provide information about smoking cessation and encourage participants to take part in Stoptober. | Increase awareness of the advantages of smoking cessation Increased awareness of Stoptober Persuasive communication Increasing feelings of self-efficacy | |
SMART goals SMART (Specific, Measurable, Attainable, Realistic and Time-sensitive) goals help people to achieve a difficult behavior changes, such as stopping smoking for good. Therefore, Stoptober challenged smokers to set an intermediary goal, i.e., to stop smoking for a time-limited period. This goal may be relatively easy to achieve, and once achieved, it substantially increases the chances of becoming a permanent non-smoker. | Set time and duration of collective cessation attempt. Stoptober challenges smokers not to smoke for 28 days during the month October. | Goal-setting theory Implementation intentions Increasing feelings of self-efficacy |
PRIME theory PRIME theory is a comprehensive theory of motivation. Behavior is determined from moment to moment by a wide variety of motivational inputs, while the motivational system is unstable and requires constant balancing of inputs to maintain a certain behavior (e.g. smoking). Programs that aim to achieve behavior change, e.g. quitting smoking, should offer a range of support that triggers the whole motivational system rather than single elements.d This support should both weaken the motivational powers that cause the behavior (e.g. smoking) and create new sources of desire and control to refrain from that behavior (e.g. quitting smoking). Therefore, Stoptober offered an elaborate support package, consisting of Twitter messages, ambassadors, video diaries, a Facebook community, social media profile logos and an app. This support package aims to decrease the motivation to smoke and create new desires to quit smoking. | Subscription on the website to have access to the Stoptober app, a free magazine and newsletters | Goal setting theory Implementation intentions |
Email messages with tips, progress, motivational messages and news | Positive reinforcement Persuasive communication Increasing feelings of self-efficacy | |
Bracelets to wear during the campaign to remind participants not to smoke and demonstrate their commitment to others | Public commitment Social support Positive reinforcement | |
Twitter account wherein Stoptober frequently posts positive and encouraging messages for the participants | Positive reinforcement Persuasive communication Belief selection | |
Well-known ambassadors participate in Stoptober, try to gain publicity for the program through their media presence and serve as examples for other participants. | Increase awareness of Stoptober Persuasive communication Mass media role modeling Provide opportunities for social comparison | |
Video diaries of Stoptober participants on YouTube and Facebook. | Social support Role modeling Opportunities for social comparison | |
Facebook page wherein Stoptober frequently posts positive and encouraging messages for the participants and where they can share their accomplishments and struggles. Participants can share tips, compliments and encouragement. | Positive reinforcement Persuasive communication Belief selection Mobilizing social networks Opportunities for social comparison Advice on relapse prevention: • Counterconditioning • Cue altering • Stimulus control • Planning coping responses • Resisting social pressure • Providing contingent rewards Increasing feelings of self-efficacy | |
Stoptober logos for Facebook profile pictures to notify friends and family of their participation. | Public commitment Mobilizing social support Mobilizing social networks | |
Stoptober app keeps track of abstinence, amount of money saved and number of unsmoked cigarettes. Participants can earn achievement badges and press an ‘emergency’ button to help with cravings. | Self-monitoring of behavior Positive reinforcement Persuasive communication Advice on relapse prevention: • Counterconditioning • Cue altering • Stimulus control • Planning coping responses • Resisting social pressure • Providing contingent rewards Increasing feelings of self-efficacy |