Smoking cessation interventions for university students: recruitment and program design considerations based on social marketing theory.

Abstract

Audience variables with social marketing implications for university campuses were investigated to identify prepromotional campaign strategies for the design of smoking cessation interventions and for subject recruitment. A first survey based on a stratified systematic probability sample of 2,998 college students at a large midwestern university identified 313 smokers. A total of 263 (response rate = 84%) participated in a second telephone survey, and results were based on the 193 (73%) respondents who still smoked. Recruitment implications indicate that potential participants are predominantly lower classmen in their early 20s who are unmarried, childless, white, full-time domestic students. Smoking habits are moderate but well-established and confined almost exclusively to cigarette smoking. An average of three attempts to quit smoking was reported, and the majority of respondents rated their interest and intention to quit as "somewhat" to "very likely." The best publicity options for programs are campus newspapers as well as grocery stores and gas stations, where most cigarettes are purchased. Program design implications suggest that accessibility, affordability, convenience, flexibility, social support, and behavioral prompts/cues are important factors to consider. This study is a first initiative to "fill the gap" in the social marketing research literature by providing recruitment and program design information specifically for developing a smoking cessation campaign for university campuses.