Authors- Xueying Zhang, David W Cowling, Hao Tang
The California Tobacco Control Program (CTCP) was the first tobacco control program to integrate a ‘social norm change’ approach as its core strategy to achieve its goals. This paper used a social norm change paradigm model to reflect CTCP’s priorities and compared the strength of the relationship of the social norm constructs to key smoking behavioral outcomes. This paper provides strong support for the framework underlying CTCP – namely, that changing social norms affects behavior change at the individual level through changing population-level smoking-related behaviors.
Objective- Using a social norm change paradigm model that reflects the California Tobacco Control Program’s (CTCP) priorities, we compare the strength of the relationship of the social norm constructs to key smoking behavioural outcomes.
To read more of this research paper, please go to https://tobaccocontrol.bmj.com/content/19/Suppl_1/i51.full.pdf