This study tested a new strategy, based on the Diffusion of Innovation Theory, for motivating college students to not smoke. A ninety-one item questionnaire was developed and tested, and administered before and after the study to subjects who were divided into an experimental and a control group. Didactic material on smoking and topics such as social approval, academic achievement and career success were presented to the experimental group. An analysis of covariance showed statistically significant changes in student's responses to cognitive and attitudinal statements. It also showed non-significant but positive changes in smoker's motivation to attempt cessation and in smoking behavior. It is recommended that this promising strategy be investigated further.
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