A Behavioral Conversion Model for Driving Tobacco Harm Reduction Through Consumer Switching Campaigns

• Author(s): Oluwatosin Balogun ; Ololade Shukrah Abass ; Paul Uche Didi
• Paper ID: 1710066
• Page: 348-362
• Published Date: 12-09-2020
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 4 Issue 2 August-2020

Abstract

The global tobacco epidemic remains a leading preventable cause of morbidity and mortality, particularly in low- and middle-income countries where cessation support is limited, and combustible cigarette use remains high. Tobacco Harm Reduction (THR) offers a pragmatic, population-level strategy to mitigate risk by encouraging adult smokers to switch to scientifically substantiated lower-risk alternatives, including nicotine pouches, heated tobacco products (HTPs), and e-cigarettes. However, despite the availability of these alternatives, behavioral inertia, entrenched social norms, misinformation, and regulatory ambivalence have slowed consumer switching. This paper proposes a Behavioral Conversion Model designed to accelerate THR outcomes through strategically crafted switching campaigns. The model integrates behavior change theory—including the Transtheoretical Model and the COM-B framework—with targeted communication, incentive systems, and credibility-building mechanisms. Core components of the model include user segmentation based on readiness to switch, identification of switching catalysts (e.g., personal health triggers or pricing shocks), and deployment of behavioral intervention tools such as nudging, gamified incentives, and digital messaging. To enhance credibility and counter widespread misinformation, the model incorporates trust anchors such as healthcare providers, ex-smokers, and community influencers. Campaign delivery spans digital platforms (SMS, WhatsApp, apps), point-of-sale interventions, and community-level mobilization. A robust performance monitoring system tracks conversion rates, usage patterns, and message resonance, feeding data back into iterative campaign optimization. The model directly addresses key barriers to adoption, including low digital literacy, product skepticism, and socio-cultural resistance. By aligning public health goals with behavioral insights and targeted outreach strategies, this approach has the potential to significantly increase the number of smokers transitioning to less harmful alternatives. The paper concludes by advocating for policy alignment, stakeholder engagement, and further research into AI-powered behavioral segmentation and dynamic content adaptation to sustain long-term switching behavior and public health gains.

Keywords

Behavioral, Conversion model, Driving, Tobacco harm reduction, Consumer switching campaigns

Citations

IRE Journals:
Oluwatosin Balogun , Ololade Shukrah Abass , Paul Uche Didi "A Behavioral Conversion Model for Driving Tobacco Harm Reduction Through Consumer Switching Campaigns" Iconic Research And Engineering Journals Volume 4 Issue 2 2020 Page 348-362

IEEE:
Oluwatosin Balogun , Ololade Shukrah Abass , Paul Uche Didi "A Behavioral Conversion Model for Driving Tobacco Harm Reduction Through Consumer Switching Campaigns" Iconic Research And Engineering Journals, 4(2)