Effect of the interaction between brand attachment and physiological nicotine dependence on motivation to quit smoking

Our studyaimed to explore the effect of the interaction between brand attachment and nicotine dependence on the motivation to quit smoking. Contrary to our initial hypothesis, whichsuggestedthathighlevels of brand attachmentcombinedwithstrong nicotine dependencewouldlead to low motivation to quit smoking, ourresultsrevealed an unexpected trend. Participants lessattached to a specific cigarette brand wereactuallylessinclined to quit smoking, indicatingthatindividualswho are not stronglyattached to a specific cigarette brand maybesonicotine-dependentthat the type of cigarette itselfbecomesless important. Thus, theymaybelessmotivated to quit smoking. A comprehensiveunderstanding of thesemechanismswouldoftenrequire a multidimensionalapproach. This shouldbeinvestigated in future studies, integratingvarious variables to obtain a more holistic perspective of the phenomenon.


Introduction.
In the field of smoking research and smoking cessation, understanding the factors influencing the motivation to quit smoking is of crucial importance.Among these factors, brand attachment and nicotine dependence are significant areas of interest.According to Fiore et al. (2008), nicotine dependence is recognized as the primary driver of cigarette consumption.The neurobiology of nicotine dependence, characterized by neuroadaptive responses in the brain, can create a strong incentive to maintain nicotine consumption regardless of the cigarette brand used (Benowitz, 2010).

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However, studies like that of Wakefield et al. (2002) have emphasized that brand attachment can influence attitudes and behaviors related to smoking.This work advances the idea that consumers attached to a specific brand react more positively to the visual presentation of packages from that brand, which can influence their purchasing behaviors.These results could also suggest that brand attachment can create loyalty, which can be a barrier to smoking cessation.
Moreover, individuals strongly attached to a cigarette brand may have integrated that brand into their personal identity (Aaker, 1997;Escalas, Bettman, 2005).The idea of giving up this brand could be perceived as a loss of a part of their identity, which could explain a reluctance to quit smoking.It is possible that some brands have implemented marketing strategies aimed at strengthening consumers' emotional attachment to their product (Fournier, 1998;Batra, Ahuvia, Bagozzi, 2012).This could result in a more positive perception of the brand by consumers, even if they are aware of the health risks associated with cigarette consumption.
We can imagine that individuals exhibiting both high nicotine dependence and strong attachment to a cigarette brand may face increased difficulties when it comes to quitting smoking.These two forms of attachment would create a dual dependence, as physical attachment to nicotine creates a biological dependence, while psychological attachment to a brand can generate an emotional and identity component.The simultaneous rupture of these two bonds could therefore represent a more significant challenge in the smoking cessation process, where physical dependence and emotional aspects are intrinsically linked.
The objective of the studyis to examine the effect of brand attachment on the desire to quit smoking.

H1 :
The greater the brand attachment, the lower participants should report a level of motivation to quit smoking, but only when the level of nicotine dependence is high.

Method.
Participants.Brand attachment.The brand attachmentmeasurementscaleisthenintroduced.This scaleconsists of eight items reflecting manifestations and consequences of brand attachment.Weselectedthis short, unidimensionalscale, validated by Ball et al. (1992Ball et al. ( , 1995)), whichincorporates the concepts of Cristau, Heilbrunn, and Lacoeuilhe.Each of these concepts measures a different expression of attachment (dependence, affection, nostalgia, passion, etc.).This condensedscalewitheight items aims to highlightboth the strength of attachment and itspredictivevalidity.
Motivation scale (Richmond).This scaleis a test assessing motivation to quit smoking, validated by Richmond (1993).The authorevaluatesthis motivation through four questions and measuresthreelevels: low or moderate, good, very good.There are two possible responses for the first question (yes or no), and four possible responses on a Likertscale for the others (rangingfrom "not at all" to "a lot" and from "no" to "definitely").Regardingourhypothesis and based on the statisticalanalysis, wecanseethatcontrary to ourpredictions, the lower the brand attachment, the lower the level of motivation to quit smoking.Our hypothesisisthusrefuted.

Discussion.
The purpose of ourstudywas to examine the effect of the interaction between brand attachment and nicotine dependence on the motivation to quit smoking.Contrary to all expectations, weobservedthat the lower the brand attachment, the lower the level of motivation to quit smoking.
One could argue thatindividualswho are not stronglyattached to a specific cigarette brand maybesonicotinedependentthat the type of cigarette itselfbecomesless important.Thus, theymaybelessmotivated to quit smoking because nicotine dependenceremains a predominant factor, regardless of the brand.
Theseresults are consistent with the work of Hughes and Hatsukami (1986), who made a significant contribution to understanding the relationshipbetween nicotine dependence and cigarette choicepreferences.Theyexamined how nicotine dependencelevels in smokerscould influence theirsensitivity to variations in the type of cigarette they consume.
Theirworkhighlightedthathighlynicotine-dependentsmokerswereless sensitive to differencesbetween cigarette types.In otherwords, their cigarette choiceseemed to belessinfluenced by specificbrand-or tobaccorelatedcharacteristics.This findingsuggeststhat as nicotine dependenceincreases, other cigarette characteristics, such as taste or type, becomelessdetermining in the smoker'schoiceprocess.However, itis essential to note that nicotine dependenceiscomplex, and otherfactorssuch as behavioral, social, and psychological aspects mayalsoplay a role in the motivation to quit smoking.A comprehensiveunderstanding of thesemechanismswouldoftenrequire a multidimensionalapproach, to beexplored in future studies, incorporatingdifferent variables to obtain a more completepicture of the phenomenon.

Conclusion.
This studyaimed to explore the interaction between brand attachment and nicotine dependence in relation to the motivation to quit smoking.Contrary to expectations, the resultsrevealedthat the lower the brand attachment, the lower the motivation to quit smoking.It issuggestedthatindividualswithlowattachment to a specific brand maybehighlynicotine-dependent, making the type of cigarette less crucial.
Thus, their motivation to quit smoking couldbereduced, with nicotine dependenceremaining a central factor regardless of the brand.Thesefindingsalignwithpreviouswork by Hughes and Hatsukami (1986), emphasizingthatsmokershighlydependent on nicotine are less sensitive to differencesbetween cigarette types.This suggeststhat, withincreaseddependence, other cigarette characteristicsbecomeless important in the smoker'schoiceprocess.
However, the studyhighlights the complexity of nicotine dependence, notingthatbehavioral, social, and psychologicalfactorsmayalso influence the motivation to quit smoking.A multidimensionalapproach in future studies, incorporatingdifferent variables, wouldbenecessary for a comprehensiveunderstanding of thesemechanisms.
120 participants (82 men and 38 women) volunteered to participate in thisstudy.The participants' averageageis 31.36 years (SD = 2.78) and ranges from 20 to 53 years.The design involves a one independent variable withtwo conditions: Brand Attachment (BA) and No Brand Attachment (NBA).Weutilize online administrations for data collection.Matérielet procédure.Physiological nicotine dependence.Initially, the Fagerström Test for Nicotine Dependenceisintroduced.This questionnaire consists of six questions.The resulting score estimates the subject'sphysiologicaldependence on nicotine (e.g.,dailyfrequency).The subject's score isinterpreted in four levelsrangingfrom 0 to 10.The first level (0 to 2) indicatesthat the subjectis not nicotine-dependent and canquit smoking withoutresorting to nicotine 165 Journal of Knowledge Learning and Science Technology ISSN: 2959-6386 (Online), Vol. 2, Issue 3, December 2023 replacement therapy.Individualswithhigher scores (7 to 10) are consideredhighly or veryhighlydependent, and pharmacologicaltreatments are recommended.