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Understanding Health Behaviours

Try and try again: Qualitative insights into adolescent


smoking experimentation and notions of addiction

Justine Leavy, Lisa Wood, Fiona Phillips and Michael Rosenberg

Introduction
perceive smoking in terms of social relations.3,13 Moreover,
The detrimental effects of smoking and nicotine addiction evidence suggests that young people believe they can smoke
that become visible during adulthood are well published.1-3 without fear of becoming addicted or experiencing negative
Although addiction is not often explicitly addressed within the health outcomes,9,14 often believing they can easily give up
rubric of youth tobacco control programs,4 there is increasing at any time.15-17
recognition of the validity of addiction experiences in young
Despite most adult smokers commencing smoking during
smokers, even those who smoke irregularly.5-7 US estimates
their adolescence, little is known of the processes and
suggest 6.4 million children aged less than 18 years who are
causes underpinning the notion of what it takes to become
living today will die prematurely as adults because they began
addicted.1,2,4,18 For smokers, the process from experimenting
to smoke cigarettes during adolescence.8
to addiction has been described as an insidious progression
The power of addiction is often recognised by adults who from believing themselves to being in control to finding they
began smoking in adolescence. Recent studies9-12 indicate cannot stop smoking.19
that addiction is not a term that resonates with adolescent
Traditionally, most health promotion efforts to reduce smoking
smokers, and their understanding of smoking addiction is low.
in young people have concentrated on primary prevention or
A Northern Ireland study found that among 10 to 11-year-old
harm minimisation and the concept of addiction has rarely
children the notion of tobacco addiction was seen to belong
been addressed.19 Addressing this void requires understanding
to the adult world; while adult smokers were perceived as
how adolescents conceive and respond to the notion of
dependent on nicotine, young smokers were more likely to
tobacco addiction.

Abstract

Issue addressed: Addiction is a relatively unexplored issue in youth tobacco control. Increasingly, there is
recognition of addiction experiences in regular and irregular teenage smokers. Research was undertaken
on behalf of the Smarter than Smoking (STS) project to probe young peoples reasons for smoking uptake,
their attitudes towards the social acceptability of smoking, predictors of continued smoking after trial and
understandings and perceptions of addiction.
Methods: Twenty focus groups were conducted to collect qualitative data from young people (n=92) aged 13
to 15 years from metropolitan and regional areas of Western Australia (WA), from a variety of socioeconomic
backgrounds, including young Aboriginal and Torres Strait Islander people.
Results: Of the young people spoken to, 20% smoked regularly, 40% had tried smoking and 40% had never
tried. Acceptability and normalcy of trialling smoking was a recurring theme, with little perceived risk of
trial leading to regular smoking or becoming addicted. Even non-smokers accepted just having a try in the
context of curiosity, life experiences and informed choice.
Conclusions: Preventing continuation after trial of smoking among young people needs to increase in
importance, given the prevailing norms around trying it and individual choice.
Key words: youth smoking, addiction trialists, prevention.
Health Promotion Journal of Australia 2010; 21:208-14

So What

By examining key determinants of continued smoking after trial, and the notion of addiction, amenable areas
for primary intervention can be identified.

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Understanding Health Behaviours Qualitative insights into adolescent smoking experimentation

The Smarter Than Smoking (STS) project was established in Stage 1


1995, with the overall aim of reducing the proportion of 10 The mainstream target group was recruited from a list of
to 15-year-olds in Western Australia who take up smoking.10 government and private schools from a range of socio-
The project is managed by the Heart Foundation and a variety economic areas. Letters were sent to the principal of the school
of strategies are used to target young people.10 In addition in the first instance requesting involvement in the research and
to evaluation of campaign media and activities, formative outlining the purpose of the research, followed by a telephone
research is undertaken periodically to gauge young peoples call which confirmed involvement. Upon confirmation of
attitudes, beliefs and perceptions in relation to smoking. involvement in the research, questionnaires were sent to
The decision to take up smoking is generally made between the schools to be completed by students, reflecting smoking
the ages 12 and 17. Based on data collected from 21,805 behaviours and attitudes to smoking. Questionnaire responses
male and female students aged 12 to 17 years surveyed in 376 were used to select students most suited to discussion topics
secondary schools, an estimated 140,400 Australian secondary and, based on smoking status, selected students were then
school children were involved with tobacco smoking in invited to partake in focus group discussions. Letters were
2005.20 This study explores the attitudes and normative values sent to the parents of students involved and passive parental
regarding smoking experimentation and concepts of addiction consent was used, whereby parents were required to contact
that shape the trajectory of smoking behaviour after initial trial the school if they did not wish for their child to be involved. In
among adolescents. Underlying research questions include total, six focus groups were conducted with the Mainstream
investigation of why young people smoke, attitudes towards target group. The composition of these groups is summarised
smoking and peer relationships, experiences of smoking (trial in Table 1 in relation to characteristics considered in the
and continuation), and understandings of addiction. comparative analysis (i.e. gender, smoking status, metro or
regional, and school year).
Methods
Stage 2
The qualitative research described in this paper was undertaken
in Western Australia (WA) in November to December 2004. The second stage of the research comprised 14 focus groups
Focus groups were used as they enabled a greater number with young people from priority populations (see Table1 for
and variety of views to be canvassed efficiently relative to group composition). A combination of school-based focus
individual in-depth interview techniques.21 Focus groups can groups and smaller out of school group discussions were
also yield greater value than the sum of individual interviews used in this component of the research. Out of school groups
because of the interaction that occurs between group were included to reach young people in a more social setting
participants, and are particularly suited to research in which and to ensure that views were obtained from young people
the meanings, beliefs, representations and experiences of lay who may be disconnected from the school system, and were
people are crucial.22 selected for inclusion based on the method used for schools,
however contacts were used opposed to principals. The out
A total of 92 young people aged 13 to 15 years participated
of school groups were less structured and the groups were
(45boys, 47 girls). The research involved a two-staged
conducted with a mix of genders, and the age range increased
approach. Stage one entailed research with the Mainstream
to include people aged 12 to 15 years. Recruiting the ATSI
target group, described as young 13 to 15-year-old females
young people was done through gatekeeper contacts within
and males who reside permanently within metropolitan
the STS project and this proved a successful recruitment
WA. Stage two was directed at a Priority population
group from low socioeconomic backgrounds, regional
Table 1: Sample composition of the focus groups.
groups and Aboriginal and Torres Strait Islanders (ATSI)
Group Current Tried but Never tried
living in metropolitan and regional (but not remote) WA. A smokers not current
combination of school-based focus groups and small out of Mainstream groups
school group discussions wereused. Year 8, 9, 10 3 (m) 1 (f) 8 (m) 13 (f) 12 (m) 5 (f)
Subtotal 4 21 17
All aspects of the recruitment and research were conducted
Regional and lower socio-economic
in ethical accordance with the Australian Market Research
Year 9, 10 3 (m) 5 (f) 2 (m) 6 (f) 1 (m)
& Social Research Societys Code of Professional Behaviour Out of school 2 (m) 1 (m) 3 (f) 1(m)
and Market and Social Research Privacy Principles, including Subtotal 10 (5m, 5f) 12 (3m, 9f) 2 (m)
the obtaining of parental consent, voluntary participation, ATSI
informed use of recording device and confidentiality of data Year 8, 9, 10 1 (m) 3 (f) 6 (m), 3 (f) 12 (m) 12 (f)
Subtotal 4 9 24
storage and reporting.
Total 18 (9m, 9f) 42 (16m, 22f) 43 (25m, 17f)
m=males, f=females

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Leavy et al. Article

strategy for the priority group. Arrangements were made with young people who have never smoked. The research
during recruitment for an ATSI adult to be present during also investigated differences in attitudes among STS priority
the focus groups. population groups.
Groups were structured based on smoking status and
Why young people smoke
involved written activities, however the primary focus was
on group discussions. A discussion guide was used as a loose Reasons for smoking articulated by smokers/trialists and non-
framework (topics included why people smoke, experience smokers mirror many of those identified in past STS research.
with smoking [peers or own experiences], meaning of While the reasons identified by lower SES and ATSI young
addiction, and perceived ease of quitting) although this varied people were similar to those of the mainstream target group,
to accommodate the dynamics of different groups and to they were notably more likely to cite stress and troubles in
allow issues raised by participants to be explored. All groups life, boredom and more overt inducement to try smoking
gave permission for the discussions to be tape-recorded, from friends (Figure 1).
with discussions lasting from 40 to 60 minutes. These were The responses of many non-smokers suggested that this was
transcribed with quotes de-identified in the transcripts and not something they necessarily wonder or ponder; it had not
reporting of findings. Thematic analysis was used to allow occurred to them to attribute a reason to adolescent smoking.
themes to emerge from the data and not be imposed by the However, those that did posit a reason most often mentioned
researchers. Comparative analysis was also used to explore curiosity or the influence of older friends who smoke.
similarities and contrasts in relation to smoking status. Curiosity was one of the dominant reasons for trying smoking,
and was seen as a normal part of the teenage trajectory, even
Results among non-smokers. From the target groups perspective,
The data were analysed for themes discussed in all groups trialling smoking does not mean that the young people are
and encompassed: attitudes to trial; factors determining either going to like it or want to become a regular smoker.
continuation; experiences with smoking by smokers/trialists Across focus groups, there were no perceived risks of trying
and settings; contexts in which young people smoke; (although risks of smoking are well known and accepted).
and understanding addiction. The findings presented are Although trialists/smokers may have first tried smoking with
illustrated by verbatim quotes identified by gender, smoking others and been offered a cigarette, their comments suggested
status (smoker, non-smoker, tried), area (metro, regional) and that experimentation was mainly about joining in, giving it
school year. a go rather than overt peer pressure. Saying no (or nuh!) was
The research investigated the smoking-related attitudes of usually well accepted:
young people who currently smoke, designated as smoker, When you are in a group of people and they smoke, then
those who have recently tried defined in this paper as you tend to do it, just to try it male, tried, metro, year 9.
trialists and those who have never smoked. Smokers and It was a life experience to have a puff, youve done that
trialists were grouped for purposes of comparative analysis why would you do it again female, tried, metro, year 10.

Figure 1: Why do people smoke?


Smokers/Trialists.

Smokers/Trialists Non-smokers
To get in with a
Other friends do* particular group
Relieves stress/relaxes* Think it is cool
Problems in life* Peer pressure*
To be rebellious Addicted/get
To be social hooked
Goes with other behaviours To be thinner
(e.g. drinking) Stress
To be like siblings
Bored*
Just do*

* More often cited as a reason among ATSI or lower SES

210 Health Promotion Journal of Australia 2010: 21(3)


Understanding Health Behaviours Qualitative insights into adolescent smoking experimentation

By contrast, ATSI and lower SES were much more likely to often, the discussions evoked a sense that the perception of
describe overt peer pressure to try or continue to smoke: smoking being cool is somewhat outdated:
People hassle you to try it. If someone offers you a smoke It used to be cool but it isnt anymore female, non-smoker,
you can say no, but they might offer again male, tried, ATSI, regional, year 9.
regional, out of school. People are over it. Way more acceptable to be a non-smoker
If you say no they try another day, just keep on doing it than a smoker female, tried, metro, year 10.
male, tried, metro, year 9, lower SES. Its like a rebel without a cause, like it was cool, but now its
sadly outdated female, tried, metro, year 10.
Perceptions of smoking and smokers
However, some non-smokers in particular still coupled the
Smoking still did not appear to define or affect friendships
term cool with smoking, although this was linked also to
in any way, for either smokers or non-smokers. Friendship
conforming to group norms:
groups seem to be more fluid and less defined by common
More to be cool people tend to follow other people in
behaviours than in previous research:
their group male, non-smoker, metro, year 8.
Friends are friends male, tried, metro, year 9.
When you are in a group of people and they smoke, then you
Probably dont think anything smoking doesnt affect
tend to do it, just to try it male, non-smoker, metro, year 9.
how you regard others or what you judge them by male,
non-smoker, regional, year 10. Some neutral perceptions about cool were also circulated
among the focus groups.
People dont tend to stay in the same group, they drift
aboutMost guys at this school are probably friends and Smoking is not really cool, but not necessarily uncool
same for most girls male, non-smoker, metro, year 10. female, non-smoker metro, year 9.

Across the focus groups, it was evident that young people Some people might think it is okay not to smoke and some
might think it is cool to smoke male, non-smoker, metro,
value the right of peers to make individual choices about
year 9.
a whole range of things, ranging from who they socialise
with outside of school, hair colour, what sport they play Overall, in this research, adolescents were happy to declare they
and smoking. In some respects, trying smoking, or indeed do not smoke and to express negative views about smoking,
smoking, is not something that defines peer groups per se, it is even in the presence of popular peers who smoked.
just something that some people do, and many people do not.
What determines continuation after trial?
The imagery of smoking as cool often arises in literature
Although the proportion of current smokers in the discussion
relating to adolescent smoking and to the portrayals of
groups was not large, a number of those who currently
smoking in advertising and popular media.23 The focus groups
smoked were articulate and reflective about their smoking
did not ask about coolness overtly, but where it was mentioned
experiences. Some of the factors that appeared to influence
or alluded to by participants further discussion followed. More

Table 3: Perceptions of what determines continuation of smoking after trialing.


Tried smoking and continued Tried smoking and did not continue

Enjoyment i.e. smoking becomes enjoyable (although not the first time). More negative predisposition to smoking e.g. hate smell on people, seems a
Addiction e.g. early experience of needing it. waste of money.
Its like, oh, that tasted like crap but I still want more. Dad smokes and his car stinks [male, non-smoker, metro, year 8].
[male, smoker, metro, year 9] Negative first experience e.g. cough, tasted disgusting.
Cant see the big deal [female, tried, metro, year 10].
Pointlessness i.e. what is the point of continuing
Thought about trying again but I thought whats the point? I know its not cool,
know its not going to do me any good [female, tried, metro, year 10]
More friends who smoke i.e. possibly a negative first experience, but tried Fewer friends who smoke
again in company of friends who smoke.
More overt experiences of peer pressure Less experience of overt peer pressure to have one.
Some smokers respect it if you say no, but not all of them,
Some kids wont give up and keep going and going until you try it
[male, tried, regional, year 9].
Social life encourages smoking Social life discourages smoking (especially sport)
I tend to smoke more at parties [female, smoker, metro, year 10]. You wouldnt start smoking if you played football [male, non-smoker, metro, year 9].
Family member smokes, hence access and less negative attitudes to smell, No or fewer family who smoke or adverse views formed because of family
etc., and for some, if parents smoke, there is perceived leniency. member smoking.
My mum smokes so she wouldnt care [male, smoker, metro, year 9].
Rebellious e.g. less keen to be told what to do and/or keener to rebel. Fear of parent discovery/disapproval.
Problems in life e.g. life difficulties or stress.

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Leavy et al. Article

whether their experimentation was one off versus continued There was also a sense among some participants that addiction
are captured in Table 3. This table also reflects observations was less likely to occur when you are young:
relating to those participants who were non-smokers but who Might be a serious addiction when youre older, but not at
had smoked intermittently or regularly at some point, and this age female, tried, metro, year 10.
subsequently discontinued. I dont find them addictive at all I could stop anytime I
want female, regional, smoker, year 9.
Understanding addiction
It is easier to quit at our age still growing, still forming
Addiction was included in the discussions with all groups, habits, more willpower male, tried, metro, year 9
framed around the themes of awareness and understandings
of addiction, knowledge of causes and processes of addiction Discussion
and influence of addiction on smoking-related attitudes
This research yields a number of findings pertinent
andbehaviours.
to understanding adolescents attitudes, beliefs and
Addiction was spontaneously identified as a consequence experiences towards smoking experimentation and addiction.
or reason for smoking in all discussion groups. Despite the Conventionally, preventing young people from smoking has
fact that young smokers in this research rarely used the term focused on deterring the trial of a first cigarette.6,24,25 The
addiction it is a notion clearly associated with smoking, and findings of this study, however, suggest that experimentation
is universally understood by all segments of the target group. per se is no big deal in the eyes of adolescents, with teenage
Introducing the topic of addiction elicited comments such years marked by curiosity and experimentation about many
as cant stop, crave for it, your body depends on it and you life experiences, including smoking. Curiosity, in tandem
want it every day; constant, cant go without one and cant with peer and social relations, often leads to experimentation
stop. There was also acknowledgement that addiction does withcigarettes.
not just apply to smoking chocolate, drugs and caffeine were
Previous research has shown that social environments and
also mentioned. However, tobacco was recognised as highly
norms play a role in the trialling of cigarettes.6,26 Friendships
addictive and there was some awareness that it is harder to
and group membership is increasingly significant during
give up than other drugs.
adolescence, and some studies suggest that young people
I helped my mum when she quit seeing her go through
may trial smoking to improve their status among friends, fit in
that has made me not want to smoke female, non-smoker,
with peer norms or maintain social relations.1,10,23 In this study,
metro, year 9.
however, smoking did not really appear to define or affect
Know heaps of people who started smoking and then a
friendships, for either smokers or non-smokers, i.e. it was
month or so later want to quit, but cant male, non-smoker,
regarded as something that some teenagers do, but did not
metro, year 10.
determine friendship affiliations or acceptance among peers
In most groups, examples were cited of peers who cannot per se. Nonetheless, in some of the priority population groups,
stop, even if they want too. Addiction was not attributed norms around trying it out (whether this applied to smoking
solely to the properties of tobacco, but is also seen to depend or other life experiences) did appear more pronounced, and
on theindividual. participants from ATSI and lower socioeconomic backgrounds
When I was having one every day after school, then I would were more likely to mention that peers encouraged them to
think like, I could really go for one right now female, tried, try smoking, sometimes from a very young age. Encouraging
regional, year 9. the normalisation of not smoking among ATSI groups more
If people use it as stress relief, then if one little bad thing widely in the community may indirectly reduce the peer
happens, they think I will just have one male, non-smoker, pressure among ATSI youth to trial smoking.
metro, year 10.
There is still a coolness conundrum surrounding youth
However, there are adolescents who only smoke socially or smoking, which has been alluded to in the literature3,24
occasionally and this appears to confound understandings and emerged unprompted in this research. In this research
of addictiveness somewhat: smoking itself appeared to have diminishing credibility as
There are lots of people our age who just smoke sometimes, being cool, although it is still sometimes mentioned by
like socially, so that cant be addicted female, metro, young people as something that peers who think they are
non-smoker, year 9. cool may do. This was more often the observation of non-
Harder for young people to get addicted as dont get to smokers. There did not appear to be any uncool connotations
smoke as much, only if someone offers you one male, associated with being a non-smoker, and in fact the inverse
tried, metro, out-of-school is becoming true, with those who smoke often regarded as

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Understanding Health Behaviours Qualitative insights into adolescent smoking experimentation

unsuccessfully trying hard to be cool. This resonates with model of addiction.28 However, others suggest that while
recent literature suggesting that young people nowadays are children can describe smoking as addictive, the actual nature
more likely to exert pressures on smokers by asking them not of this addiction and why it occurs is not well understood.
to smoke or outwardly displaying their disgust.4 Furthermore, the literature suggests that the apparent lack of
In the literature the concept of addiction among young people awareness about addiction is one of the reasons young people
is more often associated with adult smoking and is not viewed are so susceptible.19 There are also gaps in knowledge and
as a danger for young adolescents trialing smoking.1,3,19,27 understanding of young peoples perceptions of the success
Moreover, tobacco addiction is often considered in tandem of peers in quitting.10
with smoking cessation, which is also regarded by young Other research has suggested that there are important
people as an adult issue.19 The findings of this study suggest differences between adolescents who have smoked or
that adolescents generally do not recognise or comprehend intend to smoke, and those who have never tried it and
the addictiveness of smoking for people their age, and tend have no intention to do so, with regards to their perceptions
not to see addiction as a likely outcome of just trying it of the addictive nature of smoking.15,29 In this study, those
orexperimenting. smoking more regularly appeared less convinced about the
Our research adds to the small evidence base that indicates that addictiveness of tobacco, and were perhaps less receptive to
when young people comment on the consequences of smoking, messages about addiction, most commonly refuting that it had
youth addiction is rarely mentioned. They also observed that or will happen to them, or admitting that they were already
they would not use the word addicted in their conversations, addicted, but tacitly accepting this.
and at most, would say something like I want to stop smoking or We also found that young people strongly valued the
I need a smoke. They did, however, share a generally accurate legitimacy of trying lifes experiences and individual choice.
understanding of what addiction looks like in the context of This resonates with the literature indicating that young people
adult smoking or, indeed, addiction to other things. often believe they can smoke without any of the negative
In this research, notions of what it takes to become addicted health consequences or addiction being pertinent to them.30
were very much based on opinion or observation, rather Factors that place a high value on individual choice may be
than known facts. Their understandings of addiction more amenable to intervention than the short and long-term
were not related to frequency or quantity of smoking; for health consequences of addiction for those adolescents who
example, some mentioned relatively light smokers whom have smoked or intend on smoking.
they considered addicted. Moreover, the social smoker Given that children and adolescents notions and expectations
emerged frequently, described as adolescents who typically of addiction can influence their predisposition and likelihood
smoked irregularly and when opportunity permits and exhibit to smoke,15,17,31 the findings of this research support the need
no indications of addiction or inability to give up. for realistic youth smoking prevention initiatives to give greater
Light smokers, social smokers or casual smokers are described consideration to young peoples understandings of addiction
in some literature as an intermittent or immediate stage and the consequences of experimentation and just having a
between experimentation and addiction, or sometimes as try. An area that may be potentially used to further explore
indicative of frequent quitting and restarting.4 Intermittent the notion and salience of addiction among young people,
patterns and lower consumption are typical of young adult is the paralleling of other addictive social behaviours, for
smokers and females.4 Our findings are consistent with the example, the tenacious pursuit of popular activities by young
literature suggesting that young people who smoke socially people, such as excessive Internet use and exercise.32
or occasionally often do not regard themselves as smokers, Focus groups provide a dynamic and rich entre to exploring
typically feel more in control of their smoking and consider social interactions and observing how group dynamics work.33
themselves less vulnerable to addiction. When faced with This was a strength of this study, providing both an individual
social pressures not to smoke, they are more likely to choose focused method and a window to observe social interaction.33
not to smoke.4 There are several limitations of this research. First, peers in
The variability in beliefs regarding what it takes to become the mainstream focus group may influence comments and the
addicted can be, in part, explained by the fact that young smoker participants were more reticent to make comments
people see addiction as only partly a function of the drug regarding the notion of addiction despite probing by the
itself (i.e. nicotine), recognising that a host of personal facilitators. Participants were selected conveniently, and it is
and experiential factors come into play. In this sense, their possible their views were not reflective of the wider youth
understanding of addiction was in fact quite sophisticated population. Finally, the number of smokers in all three groups
and resonated with the drugs, set and setting contextual was small.

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Leavy et al. Article

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214 Health Promotion Journal of Australia 2010: 21(3)


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