Evaluative Conditioning Can Change Explicit Attitudes Towards Smoking Behaviour but Does Self-Efficacy Act as a Moderator?

Abstract

Cigarette smoking is an addictive behavior and research on effective treatment approaches that can
decrease the odds of relapse during smoking cessation intervention is crucial. In two studies, we
investigated the effects of evaluative conditioning on smoking behaviour attitude change and tested
if self-efficacy moderates the relationship. Fifty male undergraduates (Mean age = 23.70, SD =
24.10) participated in each study. Self-report measures were used to collect data for the attitudes and
behaviour change as well as the self-efficacy scores of the participants. An experimental approach
was adopted. Participants were randomly assigned to the experimental and baseline treatments using
the between subject design. Results showed that a significant effect of evaluative conditioning on all
the smoking behaviour attitudes. Findings revealed that self-efficacy both predicted smoking
behaviour change and moderated its link with evaluative conditioning, indicating that evaluative
conditioning can change attitudes towards smoking by associating smoking-related cues with
negative stimuli. These findings further highlight the importance of incorporating self-efficacyenhancing strategies in smoking cessation programs to improve their effectiveness and sustainability
in the Nigerian context.