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

Abstract

Our study aimed to explore the effect of the interaction between brand attachment and nicotine dependence on the motivation to quit smoking. Contrary to our initial hypothesis, which suggested that high levels of brand attachment combined with strong nicotine dependence would lead to low motivation to quit smoking, our results revealed an unexpected trend. Participants less attached to a specific cigarette brand were actually less inclined to quit smoking, indicating that individuals who are not strongly attached to a specific cigarette brand may be so nicotine-dependent that the type of cigarette itself becomes less important. Thus, they may be less motivated to quit smoking. A comprehensive understanding of these mechanisms would often require a multidimensional approach. This should be investigated in future studies, integrating various variables to obtain a more holistic perspective of the phenomenon.