oshe pre-campaign research
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Peer effects on smoking amongst NUS students NM3220 | Sem1 AY 12/13 | Group 5 Li Ting . Shiqi . Sihui . Nicholas . Aishah
How does peer influence affect smoking behavior amongst NUS students?
Intro Methodology Findings Discussion Limitation
Theoretical framework:
Social Cognitive Theory • Passive vs. active peer influence
Focus Group Interviews – Qualitative, formative research
– Five 1 hour focus groups – Semi-structured
Snowball sampling – 23 participants
– 5 groups of 4-5 participants
Coding and Thematic Analyses
– 3 coders in total
Intro
Methodology Findings Discussion Limitation
Passive peer-related effects
1. No active peer pressure
• Old enough to choose
• Encourage peers who are trying to
quit
2. Camaraderie of being a
marginalized group • Shared identity as deviants
• Shared experience of ‘’seeing the light”
3. A form of social captial • Social networking activity
• “Smoker’s Creed”
Intro Methodology
Findings Discussion Limitation
Passive peer-related effects 4. Stigma of smoking
• Contradiction between being a SMOKER and being an ELITE
• Need to “tread cautiously” in certain contexts
• Gender bias
5. Smoking behavior changes with peers • Smoke more with friends
• Difficult to quit when surrounded by smoking friends
Intro Methodology
Findings Discussion Limitation
Health-related issues 1. Exaggerated health implications
2. “Success” stories
3. Physiological benefits • Energized and keep awake
• Weight loss
• Ayurveda: Coffee + smoking gets rid of water retention
Intro Methodology
Findings Discussion Limitation
“It’s like I’ll probably die from heart disease or like from jaywalking before I get killed by cigarettes”
Smoking perceived as a personal choice 1. Therapeutic effects of smoking
• Stress relief
2. Self-efficacy • Self-control over smoking behavior
Intro Methodology
Findings Discussion Limitation
“You won’t get addicted to cigarettes unless you really want to get addicted to cigarettes.”
Modeling behavior 1. Passive peer effects as a
dominant theme: in-group identification
2. Disassociation with out-group • ‘The Other’: Judgmental vs. Open-
minded smokers
3. Identification with >1 in-group • Conflicting systems of norms of
separate in-groups
• Smoker vs. elite
Intro Methodology Findings
Discussion Limitation
Positionality of NUS smoking population • “Elite smokers”
– “Seen the light”
– previously held “JC attitude”
– Different from other smokers in wider society
Intro Methodology Findings
Discussion Limitation
Intro Methodology Findings
Discussion Limitation
Recommendation: - Understanding the unique
social circle of NUS smokers - Move away from traditional
anti-smoking messages/angles
Rationalizing of smoking behavior • Personal choice based on rational
weighing of benefits and costs – Linked to self-efficacy (discipline to quit)
– Using positive physiological effects of smoking to counter negative health implications
• NUS smokers = high educational status, perceived ability to process and analyze information – Be it sound or delusional
Intro Methodology Findings
Discussion Limitation
Intro Methodology Findings
Discussion Limitation
Recommendation: - Understand that NUS students are
positioned to perceive themselves as rationalizing individuals
- Future communication messages should be logical and persuasive
- And crafted by taking into account possible counterarguments
Sampling • Did not foresee gender
differences / differences between faculties
– Need for more purposive sampling • Better representation of the
studied population
• Homogeneity within each group
Intro Methodology Findings Discussion
Limitations
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End.
Questions? NM3220 | Sem1 AY 12/13 | Group 5 Li Ting . Shiqi . Sihui . Nicholas . Aishah