| Abstract |
| A majority of past studies have tried to investigate cigarette consumption in terms of smoker``s cognitive aspects. However, smokers may experience feelings of guilt as a negative emotion while satisfying hedonic and social motive via cigarette consumption. Particularly, feelings of guilt associated with smoking may be induced when smokers`` cigarette consumption contradicts their ideal self-concept or social self-concept. The research thus studied smoker``s psychological mechanism, focusing on feelings of guilt associated with cigarette consumption. The results indicated that as smokers perceived physical harm associated with their cigarette consumption more than hedonic benefits from the cigarette consumption, they were more likely to experience feelings of guilt related to themselves and others. As smokers perceived social images of smoker as more negative, they were more likely to experience feelings of guilt related to others. Lastly, smokers`` experiencing feelings of guilt related to themselves and others had a positive effect on smoking cessation intent. The research findings suggest that the anti-smoking campaign inducing guilt related to smokers`` themselves (e.g., raising the price of cigarettes) and others (e.g., anti-smoking ads displaying physical damage of secondhand smoke on family members) can increase smokers`` cessation intent. |
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| Key Words |
| 흡연, 쾌락적 소비, 사회적 소비, 죄책감, 자기 개념, 금연, Smoking, Hedonic Consumption, Social Consumption, Feelings of Guilt, Self-Concept, Smoking Cessation |
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