Clarifying the role of emotion within a rational decision making framework : an examination of smoking cessation using NRT
The UK government are currently engaged in a campaign to reduce adult smoking rates from 26 per cent in 2002 to 21 per cent or less in 2010 (Milne, 2005). The cornerstone of this strategy is the promotion of Nicotine Replacement Therapy (NRT) to aid the withdrawal process. The importance of a market...
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Glasgow Caledonian University
2008
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.493924 |
| Summary: | The UK government are currently engaged in a campaign to reduce adult smoking rates from 26 per cent in 2002 to 21 per cent or less in 2010 (Milne, 2005). The cornerstone of this strategy is the promotion of Nicotine Replacement Therapy (NRT) to aid the withdrawal process. The importance of a market based product (NRT) within government strategy poses a topical area for investigation. This research aims to understand and clarify the role of emotion within a decision making framework resulting in a detailed understanding of the consumer decision making process involved when using NRT to aid smoking cessation. In order to achieve this; the Extended Model of Goal directed Behaviour (EMGB: Perugini & Conner, 2000) will operationalised. The EMGB is the latest model posed to gain a better understanding of the cognitive and affective decision making process. |
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