Study: Ads showing people "why" to quit smoking more effective than "how to" messages

The article ended with a summation that smokers are more likely to connect with emotionally charged ads, which is news to them.

Have you ever heard of Allen Carr's "Easy Way To Stop Smoking?"

It's supposedly one of the most effective stop smoking books out there.

I know like a dozen people who have quit using it.

Me personally, I have not quit permanently; however, the book did help me to quit for over a year. I just relapsed recently.

Anyway, what's interesting about the book is that there is no "method" at all.

If you really look closely at it, it's essentially just a long motivational speech, then at the end you're supposed to quit cold turkey.

Essentially, he tells you the "why" of quitting smoking, not the "how."

The reason it (this is just my theory) works is because it focuses on SOLID, TANGIBLE, IMMEDIATE reasons for quitting smoking.

Unlike the typical anti-smoking campaign that warns you about FAR OFF risks (i.e. cancer), the book tells you about IMMEDIATE benefits of quitting (e.g. more confidence, more energy, money saved, etc). It makes you think, "wow, quitting smoking seems awesome!"

I think that might be the same reason these "why quit smoking" ads work. They take the focus off the bad (the PROCESS of quitting) and put it on the good (the BENEFITS of quitting).