Promoting Smoking Cessation in China: Using an Expansion of the EPPM with Other-oriented Threat

This study explored strategies to increase Chinese smokers' cessation intentions, using the extended parallel processing model, or EPPM. A 2 × 2 × 2 factorial experiment was designed to examine the effects of self-oriented threat (present vs. absent), other-oriented threat (present vs. absent), and efficacy (present vs. absent) on smoking cessation intention. A total of 324 Chinese smokers aged 18-64 years participated in this study. The results revealed significant main effects of self-oriented threat, other-oriented threat, and efficacy on cessation intentions. Moreover, the presence of other-oriented threat was important, and the combination of presence of other-oriented threat and the presence of efficacy led to the greatest willingness to quit smoking, regardless of the presence of a self-oriented threat.