Product Disadoption: Quitting Smoking as a Diffusion Process
Smoking cessation has been examined from several perspectives, including psychological, physiological, and pharmacological. The author takes a sociological approach by examining quitting smoking as an adoption/diffusion process. In particular, adoption of quitting is seen as the equivalent of disadoption of cigarettes. As such, quitting represents a diffusion process, a social phenomenon that is viewed in considerably clearer focus when quitting among adults is segregated from cigarette adoption among younger persons. Three 10-year age cohorts, now ages 45–54, 55–64, and 65–74, are examined over time to isolate quitting behavior from smoking initiation during the teenage years. The results show good conformance to both adoption and diffusion theories. These theories, in turn, offer insights into limitations of the quitting process, forecasts of long-term quitting, and evaluation of segments of smokers that are expected to exhibit varying degrees of resistance to quitting. The author discusses implications for the communication of cessation messages and segmentation of potential quitters.