People from U.S. demographic groups most likely to smoke have a good idea of what smoking quitlines are for - but most don't understand how they work or what they do, a Washington University study suggests.
This poor understanding of quitlines offers insight into why fewer than 8 percent of smokers who are aware of quitlines and had tried to quit ever contacted a quitline for help, the study researchers suggest.
The researchers conducted in-depth interviews with a convenience sample of 159 participants in a larger survey probing Americans' understanding of strong new warning labels on cigarette packages. The study included smokers and nonsmokers and both adolescents and adults. Participants were recruited from schools and community organizations in six states. They came from demographic groups with high rates of cigarette morbidity and mortality:
- Low-income Americans
- African Americans
- American Indians
- U.S. military personnel
- Rural residents
- Blue-collar workers
The interviews revealed that participants:
Held negative impressions of the type of person who would call a quit, seeing them as "desperate people" for whom calling a quitline was a last resort.
The researchers conclude that instead of simply referring smokers to quitlines, tobacco cessation marketing should emphasize that quitlines can supplement other efforts to quit smoking; that they can be called in advance of efforts to quit; that they are confidential and free; and that quitline coaches are qualified and have strong interpersonal skills.
Full text available online at
Full title: Perceptions of the US National Tobacco Quitline Among Adolescents and Adults: A Qualitative Study, 2012-2013
Corresponding Author: Erika A. Waters, PhD, MPH, Washington University in St. Louis