Theories into practice: a content analysis of anti‐smoking websites

Purpose This study aims to examine the extent to which anti‐smoking websites use intervention strategies that have been informed by four prominent theories of health‐related behavior change: the health belief model, the theory of reasoned action/theory of planned behavior, the transtheoretical model, and social cognitive theory. Design/methodology/approach Content analysis was applied to 67 unique and independent anti‐smoking websites to determine their use of 20 intervention strategies based on the four theories. Findings The findings reveal that anti‐smoking websites used the health belief model the most and social cognitive theory the least. In addition, websites devoted to smoking cessation used these theories more extensively than websites devoted to smoking prevention. Research limitations/implications The sample size is somewhat small, which may result in lack of sufficient statistical power. Also, the analysis may have overlooked some important intervention strategies that are particularly effective for smoking intervention programs. Practical implications Anti‐smoking website designers should take more advantage of the internet as a health promotion medium and use more intervention strategies that have been informed by scientifically tested theories of behavior change, particularly with respect to affective and behavioral strategies. Originality/value This study contributes to current knowledge about which kinds of anti‐smoking messages are available online and how extensively they employ theory‐based intervention strategies.