Shifting perceptions, building confidence: a social marketing approach to smoking cessation through Decisional Balance and Self-efficacy

Purpose This study aims to examine the theoretical workings of the transtheoretical model (TTM) of behavior change and its application in social marketers’ smoking cessation interventions. Design/methodology/approach Data analysis was conducted to explore the mediating roles of Decisional Balance and Self-efficacy within the TTM framework, focusing on their influence on different stages of change (Pre-contemplation, Contemplation, Action and Maintenance) in smoking cessation. Established measurement tools, including URICA, the Decisional Balance Scale, Processes of Change Questionnaire and the Smoking Abstinence Self-efficacy Scale, were used to collect data, which was analyzed using Structural Equation Modeling and squared multiple correlations in AMOS 25. Findings The study found that Decisional Balance mediates the influence of Experiential Processes on the Pre-contemplation and Contemplation stages. In addition, Self-efficacy mediates the impact of Behavioral Processes on the Action and Maintenance stages. Practical implications The findings suggest that social marketing interventions can be tailored more effectively based on the smoker’s Stage of Change. This targeted approach can enhance the efficacy of interventions designed to prevent smoking and assist smokers in quitting. Originality/value This research provides novel insights into the mediating roles of Decisional Balance and Self-efficacy within the TTM in the context of smoking cessation. It offers valuable guidance for developing more effective social marketing strategies tailored to different stages of smoking cessation, an area not extensively covered in previous studies. The study splits the TTM into two halves, discerning the relevance of each half for pre-cessation and post-cessation stages.