Smoker and abstainer identities: Effects on smoking cessation self-efficacy and intentions

Background. Cigarette smoking is a visible act which leads to the creation and reinforcement of an identity as a smoker. Research and theory suggest that smoking cessation involves giving up this identity and redefining the self as an abstainer. This study explored the mediating role of these identities on smoking cessation self-efficacy and intentions after exposure to anti-smoking messages. Methods. A sample of 4,715 smokers completed measures of their identification with smoker and abstainer identities prior to exposure to an anti-smoking message. After exposure, smoking cessation self-efficacy and intentions were measured. Results. The results show consistent support for the role of identity as a mediating variable in individual differences in cessation intentions and self-efficacy. Those strongly identified as an abstainer showed higher cessation intentions and self-efficacy; those strongly identified as a smoker showed lower cessation intentions and self-efficacy. Surprisingly however, cessation intentions and self-efficacy were highest for those who held both of these contrasting identities simultaneously. These effects persisted even when controlling for beliefs, risk perceptions, demographics, and smoking-related characteristics. This finding highlights that multiple views of the self are possible, and that contrasting views of the self can have motivational consequences above and beyond the main effects of individual identities. Conclusions. This study has implications for anti-smoking interventions, suggesting that efforts to increase smokers' identification as an abstainer are important. These findings further suggest that this approach will be effective without the need to use more reactance prone approaches which may be necessary to reduce individuals' identification as smokers.