OSHE pre-campaign research
Transcript of 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
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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
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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
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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
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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
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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”
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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.”
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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
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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
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Intro Methodology Findings
Discussion Limitation
Recommendation: - Understanding the unique
social circle of NUS smokers - Move away from traditional
anti-smoking messages/angles
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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
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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
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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