Publics` response towards smoking : a test of the situational theory of problem solving

Abstract

Smoking has been an enduring problem in Asia. This health risk behaviour continues to haunt Malaysians as the number of smokers continues to rise. Taking a communication perspective on this issue, the theoretical arguments of the Situational Theory of Problem Solving is tested on Malaysians to explore their response towards smoking. The objective of this study is to understand how the Malaysian publics respond to smoking within the Situational Theory of Problem Solving framework, segmentation of the publics on the smoking issue and whether religiosity affects the publics‘ response towards smoking. Online survey was conducted and stratified random sampling was employed. A total of 334 administrative staff members of seven universities in Malaysia participated in this study. Data were analysed using Structural Equation Modeling (SEM) and other statistical methods. Seven hypotheses were tested and supported. Understanding of the communicative reaction may help in the Stop Smoking campaigns as well as highlight the segmentation of the publics within this issue. Four types of publics were found similar to other studies utilising the Situational Theory of Problem Solving with aware public being the prominent group in this study. Aside from reinforcing the original model of the Situational Theory of Problem Solving, this study also added religiosity to further understand its contribution in combating health risk behaviours, such as smoking. Results show that religiosity plays an important role in increasing one‘s involvement recognition and problem recognition. The main objective for public relations practitioners is to mobilise the publics to become active publics on the issues concerned. Active publics have the potential to become activists as well as enhance the overall effort to solve the smoking problem.