Effect of the interaction between brand attachment and physiological nicotine dependence on motivation to quit smoking

Abstract

Our studyaimed to explore the effect of the interaction between brand attachment and nicotine dependence on the motivation to quit smoking. Contrary to our initial hypothesis, whichsuggestedthathighlevels of brand attachmentcombinedwithstrong nicotine dependencewouldlead to low motivation to quit smoking, ourresultsrevealed an unexpected trend. Participants lessattached to a specific cigarette brand wereactuallylessinclined to quit smoking, indicatingthatindividualswho are not stronglyattached to a specific cigarette brand maybesonicotine-dependentthat the type of cigarette itselfbecomesless important. Thus, theymaybelessmotivated to quit smoking. A comprehensiveunderstanding of thesemechanismswouldoftenrequire a multidimensionalapproach. This shouldbeinvestigated in future studies, integratingvarious variables to obtain a more holistic perspective of the phenomenon.