Why campaigns that stigmatize smokers can make them want to quit even less

Recent years have seen the rise of anti-smoking campaigns. While these campaigns are often successful at getting people to quit, Sara Evans-Lacko writes that their negativity can lead to the opposite of their intended effect. She argues that the stigma that such approaches bring can lower smokers’ self-esteem, making it harder for them to quit, or make them angry and want to smoke more.