When Health Professionals Struggle Between Prescribing and Smoking
Wednesday, November 5, 2025 at 4:50 PM–5:10 PM CET add to calendar
Vicens Vives - Faculty of Economics
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This qualitative study examines how smoking healthcare professionals navigate the conflict between their prescriptive role and personal behavior. Based on social norm theory and 16 interviews in a tobacco-free hospital, findings reveal a paradox: institutional anti-smoking norms are recognized, yet discreet violations persist. This gap causes identity conflicts and rationalization rather than quitting intentions. The results challenge top-down tobacco control approaches and emphasize the need to view healthcare workers as both prescribers and targets of social marketing.