Smoking, health behavior, and values: a replication, refinement, and extension.

Within a larger study, 181 female undergraduates completed the Rokeach instrumental value survey and a version of the terminal value survey which included the value 'health', as well as measures of general preventive health behavior and social desirability. Analyses showed that nonsmokers reported better health behavior, and particularly direct rather than indirect-risk behavior, than smokers. While there was no difference in the value of 'health', smokers gave more priority to being 'broadminded' than nonsmokers gave. Smokers were also more concerned with 'freedom', being 'independent' and not being 'obedient', suggesting that smokers were more concerned with being 'flexible' or 'unconstrained'. Further, the value of being 'broadminded' was inversely related to the general health behavior and direct-risk behavior of smokers. Together with other research, these findings suggest that decreasing the extent to which smokers value 'broadmindedness' might not only reduce their smoking behavior but also affect their general preventive health behavior.