Speaking up about Lighting up in Public: Examining Psychosocial Correlates of Smoking and Vaping Assertive Communication Intentions among U.S. Adults

Introduction:
This article examines the relationship between assertive communication intentions (ACI) and key psychosocial correlates to gain insight into elements of health campaigns and the information environment that may affect willingness to voice objections to others' smoking and vaping in public. The study focuses on a national sample of U.S. adults and their intentions to ask others not to use e-cigarettes (vape) and smoke in public venues. Psychosocial correlates included perceived risks of exposure to secondhand smoke (SHSe) and secondhand vapor (SHVe), SHSe and SHVe attitudes, subjective norms, and perceived self-efficacy.

Key Points:

* The study found that perceived risks and self-efficacy were associated with greater vaping and smoking assertive communication intentions.
* Subjective norms were only significant for vaping assertive communication intentions.
* Despite the majority of respondents indicating they were unlikely to intervene to voice objections about SHSe and SHVe in public venues, the study suggests that incidental or intentional messages and policies that influence perceptions of risk, norms, and efficacy could affect willingness to voice objections about others' vaping and smoking in public.
* The study used a national sample of U.S. adults and examined psychosocial correlates of intending to ask someone not to vape or smoke in public venues.
* Prior research on correlates of assertive communication in a tobacco context was used to guide the study.
* Perceived health risks of exposure and attitudes toward exposure, perceived normative support for assertive communication, and self-efficacy toward assertive communication were examined as correlates of ACI for vaping and smoking.
* Covariates such as race/ethnicity, age, gender, education, income, political ideology, identification with political party, health status, and smoking and vaping status were included in the analysis.

Main Message:
The study highlights the importance of understanding the psychosocial correlates of assertive communication intentions in order to develop effective health campaigns and policies that encourage compliance with smoke-free policies. By identifying factors that influence willingness to voice objections about others' vaping and smoking in public, health communicators and policymakers can create messages and policies that promote a culture of health and reduce exposure to secondhand smoke and vapor. The study suggests that perceptions of risk, norms, and efficacy play a critical role in shaping ACI, and that incidental or intentional messages and policies that influence these perceptions could have a significant impact on public health.

Bigman, Cabral A., Susan Mello, Ashley Sanders-Jackson, and Andy S.L. Tan. “Speaking up about Lighting up in Public: Examining Psychosocial Correlates of Smoking and Vaping Assertive Communication Intentions among U.S. Adults.” Health Communication 34, no. 4 (March 21, 2019): 500–510. https://doi.org/10.1080/10410236.2018.1428849.