The stigmatization of smokers: an empirical investigation.

This study examines the social stigmatization of tobacco smokers, i.e., the extent to which smokers are seen as discredited persons. A representative sample of residents of a major Canadian city was interviewed. Clear evidence of an unfavorable stereotype of smokers was found. The ex-smoker enjoys a positive image, but one which is slightly less favorable than that of someone who has never smoked. A majority of non-smoking respondents preferred non-smokers in roles in which the role incumbents were likely to be in close proximity. Friendship networks and marital relationships tended to be segregated along lines of smoking behavior. Sociodemographic and attitudinal correlates of anti-smoker attitudes are explored. The implications of stigmatization for changing smokers' behavior are examined.