Dr. Blair Saunders, a psychologist at the University of Dundee, has launched a study to investigate what motivates people to successfully quit vaping. This research comes as UK vape usage reaches record levels, leaving a majority of users wanting to quit but lacking tailored psychological strategies.
Vaping has spread rapidly across the country, with more than 5.5 million people using them in the UK. While surveys show that up to 70% of these users want to stop, public health experts have little data on which specific psychological frameworks actually help them succeed.
To address this, the 12-week study will track 150 people trying to quit vaping and 150 people trying to stop smoking cigarettes. The research focuses on UK-based participants aged 18 to 33, comparing how different motivational frameworks affect their outcomes.
Avoidance Goals vs. Cure Goals
Dr. Saunders will analyze two primary types of motivation: “avoidance goals” and “cure goals.” Avoidance goals focus on preventing future harm, such as lung disease or cancer. However, because these negative health outcomes may not develop for decades, tracking daily progress toward these goals is difficult.
In contrast, “cure goals” offer immediate, tangible rewards. For smokers, these include breathing easier, having better-smelling clothes, or saving money. While these short-term rewards predict success for those quitting cigarettes, researchers do not yet know if they translate to vaping, which offers a different user experience.
| Goal Type | Core Focus | Example (Smoking) | Primary Challenge / Benefit |
|---|---|---|---|
| Avoidance Goals | Preventing future negative outcomes | Avoiding throat or lung cancer | Difficult to track immediate daily progress |
| Cure Goals | Securing immediate, tangible rewards | Saving money, improved breathing | Highly predictive of short-term success |
Unassisted Cessation and Funding
The study also explores “unassisted cessation”—quitting without formal support or nicotine replacement therapies. Many individuals prefer to quit on their own to maintain control over their health behaviors. Dr. Saunders hopes the findings will help individuals reflect on their own motivations, improving their chances of quitting independently.
The project secured backing through the Royal Society of Edinburgh’s Spring 2026 Research Awards, which distributed over £661,000 to support academic projects across 14 Scottish institutions.