"I smoke but I am not a smoker": phantom smokers and the discrepancy between self-identity and behavior.
OBJECTIVE
This article presents the development of a new smoking status, the "phantom smokers," who do not view themselves as smokers but report smoking cigarettes.


METHODS
Students from 2 universities in Michigan (N = 899; October 2005) and Florida (N = 1,517; May 2006) participated in surveys.


METHODS
Respondents in Michigan completed measures regarding smoking status and tobacco use, and respondents in Florida completed measures regarding smoking status, tobacco use, smoking consequences, and norms.


RESULTS
The studies identify the incidence of phantom smokers (29.6% in Michigan and 5.5% in Florida). Different questions resulted in different smoking rates. Phantom smokers expect more negative affect reduction and social facilitation from smoking than nonsmokers. Phantom smokers display ambivalent attitudes toward a typical smoker's image. They experience less pressure to change their smoking behavior than smokers.


CONCLUSIONS
Phantom smokers' dissociation from smokers should be recognized and targeted as a distinct group for antismoking messages.
Choi
Youjin
Y
Department of Advertising and Public Relations, Dongguk University, Seoul, South Korea. goyoujin@gmail.com
Choi
Sejung Marina
SM
Rifon
Nora
N
D000293:Adolescent; D000328:Adult; D001294:Attitude to Health; D005260:Female; D006801:Humans; D008297:Male; D012649:Self Concept; D012907:Smoking / Q000523:psychology*; D012938:Social Perception; D013334:Students / Q000523:psychology*; D014495:Universities; D055815:Young Adult