The art of quitting smoking: evaluating gain-framed multimodal antismoking messages among postgraduate students

Purpose This study aims to evaluate the effectiveness of gain-framed multimodal antismoking messages among postgraduate students, an underresearched yet vulnerable group. It explores how such messages influence smoking-related attitudes and behavioral intentions, and whether these effects are sustained over time. Design/methodology/approach A pretest–posttest design with three longitudinal follow-ups (four-week intervals) was conducted with 60 postgraduate students (30 smokers; 30 nonsmokers) at the International School of Business and Media, Bangalore. Participants received gain-framed messages emphasizing health, social and financial benefits of quitting or remaining smoke-free. Validated scales measured attitudes and intentions at baseline, postintervention and follow-ups. One-way and repeated-measures ANOVA tested change over time. Findings Among smokers, positive attitudes toward smoking decreased, and attitudes toward quitting and intentions to quit increased immediately postintervention; effects attenuated but did not return to baseline by follow-up 3. Among nonsmokers, favorable attitudes toward smoking declined, while already-high intentions to remain smoke-free remained stable. Practical implications Health practitioners and policymakers should integrate gain-framed multimodal messages within cessation initiatives and plan boosters to maintain impact with young adult audiences. Originality/value This study contributes evidence on gain-framed multimodal messaging in an underresearched population (postgraduate students) and highlights the need for reinforcement to sustain salience.