Perception of smokers: results from the tobacco monitoring Switzerland

Aim: The purpose of the study is to present adolescents’ perceptions of smokers and non-smokers among 1015 Swiss adolescents. Method: The analyses are based on data from Tobacco Monitoring Switzerland, which is a survey of tobacco consumption in Switzerland. To measure the perceptions of smokers and non-smokers, respondents were asked to attribute a series of adjectives to each group. It was also recorded when respondents mentioned that “there is no difference between smokers and non-smokers.” Results: Results show that regardless of whether the adolescents smoked or did not smoke – with the exception of more sociable – the image of smokers was more negative than the image of non-smokers. Findings also indicated that regular smokers in particular often stated that there are no differences between both groups. Conclusions: Overall, the image of smokers is more negative than the image of non-smokers, with the exception of the attribute more sociable. This perception of smokers could be important for prevention measures in new contexts (e. g., school transitions), where smoking could be a means of establishing new social ties.