Enhancing Interest in Smoking Cessation Programs With Nudge-Incorporated Flyers: A Randomized Controlled Trial Among...

Purpose This study aimed to investigate the willingness to use and the application interest toward a smoking cessation program flyer among occupational health staff and smokers, utilizing a nudge approach. Methods A control group (typical flyer) and a nudge group (flyer improved according to the Easy, Attractive, Social, Timely (EAST) framework from the control flyer) were established. Occupational health staff and workers with a desire to quit smoking were randomly divided into two groups, and a web survey was conducted. Results Among occupational health staff, the nudge group flyers received significantly higher evaluations with desires "to apply" (control group: 1.7±0.7 vs. nudge group: 3.7±1.2: 5-point scale) and "to recommend to colleagues in the same profession" (control group: 1.7±2.4 vs. nudge group: 6.6±2.4: 11-point scale), and the reading completion rates were 7.0% for the control group vs. 70.7% for the nudge group (p<0.001). Although there was no significant difference in smokers' willingness "to apply" (control group: 2.9±1.2 vs. nudge group: 3.1±1.2: 5-point scale; p=0.388), the nudge group flyer was significantly more likely to be "want to recommend to other smokers" (control group: 4.9±2.4 vs. nudge group: 5.5±2.4: 11-point scale; p=0.032), with reading completion rates of 73.1% for the control group and 87.4% for the nudge group (p=0.001). Conclusion Typical flyers were not preferred by occupational health staff and may not have been effectively promoted to workers wishing to quit smoking. This study suggests that the combination of the EAST nudges could potentially increase the appeal to occupational health staff. To enhance the application interest among workers wishing to quit smoking, introducing other methods such as incentives might be necessary.