ABSTRACT
This chapter examines the expectancy manipulation in a different direction as a means to evaluate and enhance the effects of personally tailored smoking cessation materials. Then, Webb, showed that smokers' expectancies for tailored materials could be augmented prior to the intervention, further improving outcomes. The world is now experiencing the rapid introduction and uptake of numerous novel tobacco products and nicotine delivery systems, most notably electronic cigarettes. Moreover, expectancy assessment could be used to evaluate the effects of both industry marketing and public health counter-marketing efforts, as well as the development of tobacco dependence interventions. Finally, there have been relatively few efforts to target smoking-related or abstinence-related expectancies via clinical interventions. There are challenges associated with this approach, but it merits more aggressive and systematic research as a component of the campaign against the worldwide tobacco epidemic.
