2012 Volume 39 Issue 6 Pages 829-835
We must take the tobacco measures based on the WHO Framework Convention on Tobacco Control (WHO FCTC). However, there is the law called as “Tobacco Business Act” in Japan, and then the country still recommends people smoking. So, the essential problem about smoking are not well-known even for the medics includes doctors. We, the members of the Japan Society of Health Evaluation and Promotion, are not exceptions, either. Of course, the information that don't obtain even for us are never been understood in the smokers. Therefore, we have to collect right knowledge first, and do the education based on these then.
And regrettably, almost all smokers fall into the nicotine dependence already, and their acknowledgments have been distorted because of social background of Japan. Therefore, the smokers seem not to want to quit smoking. On the other hand, the psychotherapies are effective. Especially, some studies show that the cognitive behavioral therapy (CBT) or motivational interviewing (MI) is more helpful.
Moreover, it seems the social psychology methods are effective as for the population approach. Then, I propose the use of the marketing process which is called R-STP-4Ps. R-STP means the steps where the object persons are selected, but all the human beings, which ever they smoke or not, will be objects when it follows FCTC. 4Ps show the process tried to spread, and are initials of Product, Price, Place, and Promotion.
It is rare that people change their life-styles only by knowledge. But minds are changed when they made surprised by the new knowledge, and change of the minds change their actions. The effectiveness of these approaches is not limited to quit smoking, but also may to most lifestyle improvements.