Unpacking willpower in unassisted smoking cessation: a qualitative analysis reveals a systematic profile of situational and cognitive strategies

Citation

Marathia E, Duffy S, Stephen A, More KR & Saunders B (2026) Unpacking willpower in unassisted smoking cessation: a qualitative analysis reveals a systematic profile of situational and cognitive strategies. Health Psychology and Behavioral Medicine, 14 (1). https://doi.org/10.1080/21642850.2026.2644658

Abstract
Background: Over half of those who quit smoking do so without formal assistance, yet the psychological processes supporting unassisted cessation remain little understood.Success is often attributed to willpower, an umbrella term that lacks explanator precision and obscures the underlying tractable processes. Drawing on the Process Model of Self-Regulation and the Behavior Change Technique (BCT) Taxonomy, this study aimed to identify the concrete strategies that enable individuals to quit smoking unassisted, thereby clarifying what willpower might look like in practice. Materials and methods: Thirty-two participants who had successfully quit smoking without formal support participated in semi-structured interviews. Inductive content analysis identified key challenges, while deductive coding mapped strategies addressing these challenges to the Process Model of Self-Regulation and the BCT Taxonomy. Results: Participants’ accounts reflected a diverse range of strategies, averaging seven distinct BCTs, spanning the Situation Selection and Modification, Attention Redeployment, and Cognitive Change stages from the Process Model. Common BCTs included avoiding environmental triggers, substituting smoking with alternative behav-iors, and seeking social support. In contrast, Response Modulation (e.g. ‘just say no’)accounted for only 1% of the data. Conclusion: Unassisted quitters drew from a sophisticated repertoire of strategies that are actionable, teachable, and embedded within the individual’s physical and social environment. The qualitative methodology used in this study offers an understanding of the lived experiences of self-quitters, potentially informing public health interventions that integrate individual and system-level approaches to behavior change that extend beyond brute-force willpower.

Keywords
Unassisted smoking cessation; self-regulation; strategies; behaviour change techniques; public health policy

Journal
Health Psychology and Behavioral Medicine: Volume 14, Issue 1

• Unpacking willpower in unassisted smoking cessation: a qualitative analysis reveals a systematic profile of situational and cognitive strategies