Exploration of Design Intervention in Eliminating Bias: A Persuasive System Design Approach of Introducing Intermediate Scenarios

Abstract

While the undeniable health risks of tobacco warrant attention, the substantial existing smoker base and potential challenges associated with mandatory cessation suggest that mitigating its impact is best approached through gradual reductions and awareness campaigns. In the Chinese context, e-cigarettes, as a harm-reduction alternative to traditional smoking, have stirred controversy. This study aims to uncover the reasons behind negative public perceptions of e-cigarettes in China and identify effective strategies for promoting local tobacco harm reduction by facilitating smoker transition. We employed qualitative and quantitative methods to collect and analyze public opinions on e-cigarettes and their users.

The study identified two primary reasons contributing to the negative public perception of e-cigarettes: online information with subjective guidance and the unfavorable impression of the e-cigarette subculture. Utilizing the Behavior Change Techniques (BCTs) and the Persuasive Systems Design (PSDs) framework, we identified design features aimed at shifting the social perception of e-cigarettes from being seen as ‘another kind of cigarette’ to serving as a medium for promoting healthy behaviors. Subsequently, a product solution was devised based on these findings.