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Smokefree Communications

This theme explores how we promote smokefree behaviours, which messages have the greatest effect on different populations, and how we can improve the impact smokefree communications have. In addition, we have examined how the tobacco industry continues to promote smoking via on-pack advertising and retail displays, and we have estimated how policies restricting marketing would affect smokers.

Janet Hoek leads this theme; other ASPIRE2025 researchers contributing to this theme include:

Student researchers currently include:

PhD Judy Li Pictorial Health Warnings and their effects
MCom Jess Davidson Trade offs between branding, PHW size and content, and price
BCom (Hons) Cherie Robertson How do smokers perceive dissuasive sticks?
Laura Tatton Smokers’ experiences of stigmatisation

Current and Recent Projects

Smoking Cessation Messages

Funded by the Ministry of Health, this 12 month project examines how smokers from priority populations interpret smokefree language and communications. Findings will inform the development of new messages that the study will evaluate.
The research team comprises Hoek, Maubach, Gifford, Pirikahu, Erick, Edwards and Newcombe.

Plain Packaging

This HRC and Heart Foundation funded work has examined how smokers and non-smokers interpret plain packaging and on-pack branding. The study will also estimate the effects changes in branding and PHW size have on smokers’ choice patterns and cessation-related behaviours.
The research team comprises Hoek, Gendall, Gifford, Pirikahu, Edwards, Thomson, Pene and McCool.
Research outputs 2, 5 and 6.

Social Smoking

Although smoking prevalence has declined, non-daily smoking appears to be increasing, particularly among young adults. This research strand explores how social smokers interpret smoking and we hope to track the stability of social smoking over time.
The research team comprises Hoek, Maubach, Gendall, Gifford, Pirikahu, Erick, Edwards.
Research outputs currently under review.

Tobacco Retail Displays

Work completed for the Cancer Society examined how smokers and quitters responded to in-store displays and analysed the complex reactions they have to smoking stimuli. More recent work has explored the experiences of retailers who voluntarily removed tobacco from open display and found these were strikingly at odds with tobacco industry predictions.
Research outputs 3 and 10.

Recent Publications

  1. Hoek, J., Gendall, P., Louviere, J. (in press). Rationalisation as delusion: Pictorial health warnings and tobacco industry arguments. Journal of Consumer Marketing (Lead article in special issue of best ANZMAC 2010 papers).
  2. Hoek, J., Gendall, P., Gifford, H., Pirikahu, G., McCool, J., Pene, G., Edwards, R. and Thomson, G. (accepted). Tobacco branding, plain packaging, pictorial warnings and symbolic consumption. Qualitative Health Research.
  3. Hoek, J., Vaudrey, R., Gendall, P., Edwards, R., Thomson, G. (2011). Tobacco retail displays: A comparison of industry arguments and retailers’ experiences. Tobacco Control. doi:10.1136/tc.2011.043687
  4. Wan, X., Ma, S., Hoek, J.,Yang, J., Lanyan, W., Jiushun, S., Gonghuan, Y. Conflict of interest and FCTC implementation in China. Tobacco Control. doi:10.1136/tc.2010.041327
  5. Gendall, P., Hoek, J., Edwards, R., Gifford, H., Thomson, G., Pirikahu, G., Pene, G., McCool, J. (2011). Young adults’ interpretations of tobacco brands: Implications for tobacco control. Nicotine and Tobacco Research. doi: 10.1093/ntr/ntr094
  6. Hoek, J., Wong, C., Gendall, P., Louviere, J. and Cong, K. (2011). The effects of dissuasive packaging on young adult smokers. Tobacco Control, 20,3, 83-88. doi: 10.1136/tc.2010.037861
  7. Hoek, J., Newcombe, R. & Walker, S. (2011). An evaluation of a smokefree social norms campaign. Australasian Marketing Journal, 19, 1, 58-64. doi:10.1016/j.ausmj.2010.11.008
  8. Hoek, J., Wilson, N., Allen, M., Edwards, R., Thomson, G., & Li, J. (2010). Lessons from New Zealand’s introduction of pictorial health warnings on tobacco packaging. Bulletin of the World Health Organisation, 88(11), 861-866. doi.10.2471/BLT.10.076695
  9. Wilson, N., Weerasekera, D., Hoek, J., Li, J., & Edwards, R. (2010). Increased smoker recognition of a national Quitline number following introduction of improved pack warnings: National survey data. Nicotine and Tobacco Research. 12(Suppl 1):S72-S77.
  10. Hoek, J., Gifford, H., Pirikahu, G., Thomson, G. and Edwards, R. (2010). How do tobacco retail displays affect cessation attempts? Findings from a qualitative study. Tobacco Control, 19, 334-337. doi:10.1136/tc.2009.031203