This ten-item scale measures how strongly a person holds favorable beliefs about smoking, such as that it is relaxing, fun, cool, and socially helpful. A parallel version refers to vaping e-cigarettes. Hamby and Russell (2022) used it in Studies 4 and 5 of research on how ambivalence affects young consumers' responses to risky products; Study 4 surveyed 758 French adolescents aged 13 to 17 as part of a nationally funded cancer research program, and 122 of them were surveyed again nine months later in Study 5. The items came from a larger scale-development effort on positive and negative smoking expectancies.
5-point Likert-type (anchors were reported as very unlikely / very likely in the article text and as completely disagree / completely agree in the web appendix)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas in Study 4 were .93 (cigarette version) and .95 (e-cigarette version) (Hamby and Russell 2022, p. 852); reliability was not reported for Study 5. Validity was not discussed. The response anchors were described differently in the article text (very unlikely to very likely) and the web appendix (completely disagree to completely agree), so users should choose and report one. For the e-cigarette version, smoking, smoke, and smokers are replaced with vaping, vape, and vapers. See also Smoking-Related Beliefs (Negative) (ID 90545) and Cigarette Attitude Ambivalence (ID 90227), from the same article.
Hamby, Anne and Cristel Russell (2022), "How Does Ambivalence Affect Young Consumers' Response to Risky Products?" Journal of the Academy of Marketing Science, 50 (4), 841-863.
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