STOPTOBER

II. Motivation- The reason for making decision:

Firstly, it is necessary to clarify what is meant by consumer motivation, then is its related

elements. From psychological perspective, Hoyer and MacInnis (2007, p.49) use the

term ‘motivation’ to define “an inner state of arousal” and it drives individuals’ manners

to do something to satisfy their desire (Loudon and Della Bitta, 1988, p.322; Larsen and

Buss, 2005, p.339, Schiffman & Kanuk, 2007; Solomon, Askegaard and Hogg, 2013,

p.187). In other words, motivation explains the reason for consumer’s action, how and

why people make efforts to complete a task, and how they judge their experiences

(Ellliot and Covington, 2001; Hoyer and MacInnis, 2007, p.51; Nwankwo, Hamelin and

Khaled, 2014, p.3). Since the motives influence on consumer’ decision making,

understanding the motivation process is a must for marketers to approach their target

consumer segments.

1. The motivation process:

In this assignment, the model of motivation process is retrieved from Mowen, J. C.

(1995, p.192) (picture 1).

Picture 1: the model of motivation process (Mowen, 1995, p.192)

Mowen (1995, p.191) describes motivation process as a list of activities which starts

from stimulus. The stimuli which originate from inside or outside the consumers going

through information process state before forming consumer’s need (Mowen, 1995,

p.191). Taken together, both Engel, Blackwell, and Miniard (1995, p.404), Hoyer and

MacInnis (2007) and Solomon et al. (2013, p.187) hold a view that need recognition

stage is a vital key for the whole process with the assistance of Drive. At this stage, a

goal (a desired end-state) is satisfied only if an individual has a sufficient drive to

achieve that need (Mowen, 1995, p.191; Solomon et al. (2013, p.187). In other word, a

drive exists when a need is triggered.

Talking more about the need stage, the discrepancy between need and want should be

clarified. Differ with need; wants are behavior patterns that are more important than the

need satisfaction (Solomon et al., 2013). For instance, when a person drinks coke to

satisfy the need of thirst, she chooses Pepsi, her favourite soft drink. As such, Pepsi is

her want in this context. Apart from other contributions from marketers and

psychologists such as McCleland’s learned needs (Mowen, 1995, p.197) and Murray

and Dan’s social needs (2008), in this assignment consumers’ needs are classified into

two categories: utilitarian needs (practical needs) and hedonic/experiential needs (Engel

et al., 1995, Solomon et al., 2013). Moreover, the study of Abrasham Maslow, namely

the hierarchy of needs will also be employed (Picture2).

Picture 2: Maslow’s hierarchy of needs

Solomon et al. (2013) emphasis that Maslow’s pyramid is a general approach to

understand human motivation, personal growth and the achievements of human

experiences. Via Maslow’s model, marketers can learn broadly the consumers’

consumption reasons based on different condition of their life stages (Solomon et al.,

2013). The model’s rule is to obtain a higher level, a specific state must be completed.

Noticeably, Loudon and Della Bitta (1988, p.334) even claim that Maslow hierarchy can

be applied as “Motive hierarchy” due to the profound relationship between them.

However, the marketers have to consider “culture-bound” or “consumer demographic”

as Solomon et al. (2013) mentioned.

Returning to the motivation process, the drive stage can be learned as an essential

steppingstone to complete the goal. “The stronger the drive, the greater the perceived

urgency of response” noted Engel et al., (1995, p.404). In addition, goal-directed

behavior also should be noticed. Generally, this is a willingness that might reinforce the

consumer’s drive to fulfil their final goal; for example, a consumer who is motivated to

buy car will spend time for researching news on car websites or going to car showroom

(Hoyer and MacInnis, 2007, p.193). This is his goal-directed behavior. The reason

comes from Mowen (1995) which explains the importance of this step. He believes

there is a similar concept between consumer decision process and motivation process.

It is true that the problem recognized and data searching state in the former are very

much alike the need recognized and the goal-directed behavior state in the latter.

Therefore, the concept of motivation and consumer decision might implement and

reinforced mutually.

2. Consumer involvement and affects:

In fact, there are several definition for consumer Involvement. While Hoyer and

MacInnis (2007) distinguish involvement and personal relevance, many other authors

see their concepts are identical (Costley, 1988; Gensch, 1987; Zaichkowsky, 1985).

According to Hoyer and MacInnis (2007), personal relevance is more related to the

behavioral extent leading to the consequences for consumer whereas Involvement is a

psychological state to assist motivation process. After all, a definition comes from

Solomon et al. (2013 p.203) seems to be sufficient. He believes the consumer

involvement displays the relationship between consumers and a product or service. It

explains why consumers’ motivations might be different or similar depending on their

personalities, cultural factors or environmental backgrounds. Practically, a fan of Apple

iPhone might be excited to desire the latest iPhone whereas another perfectly enjoys

his old-series LG (Solomon et al., 2013, p.203).

Both Hoyer (1984), Zaichkowsky (1985) and Solomon et al., (2013) emphasis the

importance of consumer involvement in motivation process. With the influences from

consumer’s value, need and goal, a motivation is aroused and form consumer’ attention

to searching product’s information. Without a strong involvement, consumers might use

“decision-making short cut” in which the most dominant product might be chosen to

save consumer efforts (Hoyer, 1984).

3. Motivation and emotion:

Motivation is different, but it relate to the emotion. During the decision-making process,

people usually have to experience many emotion statuses such as excited, happy,

feeling of worry, fear and distress. These feeling are originated from the drive state

(Mowen, 1995; Solomon et al., 2013), therefore they also impact on the consumer

motivation. Noticeably, in Solomon et al.’ point of views (2013, p.191), affective

reactions have only emotion whereas Mowen (1995, p.193) believes affects include

both emotions and moods. Emotions differ from moods in that emotions display greater

feelings, more intense and specific feelings that occur in particular situations or arousals

(Maclnnis and Jaworski, 1989). In sum, both authors emphasize the structure of

emotion on which consumer behavior is built up in a specific event, a product or service.

4. Incentive theories: intrinsic and extrinsic motivation

In general, there are two sources of motivation, intrinsic motivation and extrinsic

motivation. Taken together, Engel (1995, p.406) and Funk, Beaton and Alexandris

(2012) declare that individuals are motivated not only by themselves but also by

outsiders from objective and subjective factors. In Incentive theories, the ultimate goal is

a reward (tangible or intangible) in which intrinsic motivation and extrinsic motivation are

main influences. In this assignment, the positive incentives are mentioned only (the

other is negative incentive). According to Solomon et al. (2013), positive incentives or

Expectancy theory, is more likely to be a pull of motivation to lead consumer

performance towards the expected reward. Particularly, intrinsic motivation can be

seen as the self-desire from doing a behavior (Ryan and Deci, 2000) whereas extrinsic

motivation involves in the purpose of achieving a specific reward (Vellerand, 1997,

p.271). For instance, an intrinsic motivated student will learn hardly for her to enhance

her capacity. In contrast, for those students who have extrinsic motivation, their ultimate

goals are high grades or appreciates from people surrounding (Wigfield, Guthrie, Tonks

and Perencevich, 2004).

III. A case study of motivation theory, Stoptober

1. The Stoptober tobacco-control program

One over five adult smokers in UK and around 80,000 deaths annually are the dramatic

data from Office for National Statistics (2014) which can describe as an alarming

national situation. However, although recognizing the significant health risks, smoke

cession is a great challenge unless having big determination and motivation. That is

why Stoptober campaign exists. Designed by Public Health England and assisted by the

NHS Trust, the campaign aims to help people stopping smoking for 28 days in October

by offering cigarette users the free consultant services and related assistance (Dan

Perrin, 2014).

There are many researchers claim that ‘Motivation to quit’ which is a key element to

succeed smoke cession (Biener and Abrams, 1991; McCaul, Hockemeyer, Johnson,

Zetocha, Quinlan, and Glasgow, 2006; Halterman, Borrelli, Conn, Tremblay and

Blaakmn, 2010). In this context, Stoptober social marketing plays an essential role to

assist the participants in order to arouse the strong motivation amongst smokers as

much as possible. To complete this target, the campaign structure includes two main

parts: Firstly, positive messages are sent to public via mass media tools to evoke a

national attention and create a motivation attract a huge quantity of followers at the

same time. The message is that as if the smoker can maintain whole 28 smoke-free

days, the extent of quitting ability are more fivefold. Secondly, Stoptoper releases its

advertising and digital tools to support participants to achieve the goal in term of

informational, consultancy and motives. In this assignment, the effectiveness of the

campaign will be analyzed in more detailed in term of motivation perspective.

2. The effectiveness of the campaign’s social marketing:

A mass quit attempt

Generating a huge motivation for participants

Link to emotion of participant: Stoptober 2014 released a three-minute TVC airing

during 'Emmerdale' of ITV, a long-run British soap opera. There are a huge number of

family audience with the average of 5-8 million viewers per episode (Alex Belfield, 2011)

which is a potential source to approach the public.

2014’s main theme

Last year, Stoptober' main theme was comedy campaign. It shows that Stoptober has

paid attention to the emotion of participants and use emotion factor as an assistance to

motive them. Aiming to indicate that quitting smoking process is no more distress but

perfectly happy and relaxed (Wilson, 2014). It evidences that the operators of

Stoptober are very confident in their campaign, social marketing program to be exact

Wilson, M. (2014, September 26).

The campaign included a nationwide tour in key cities of the 'Stoptober' wheel, as seen

on national TV adverts.

In direct marketing, ‘stoptober’ run a target direct mail pack kit which tobacco-users can

find the campaign’s support to maintain 28 free-smoking days. The pack ican be seen

as a smoking-control kit including calendar with daily tips, a balance wheel to keep on

top of savings and a stress toy

Solomon et al., even hold that people, basically, have an eager to create positive drives

to decease a negative sensation.

Drive can either influence on the level of an individual’s involvement or affective reaction

(such as feeling stress or excited).

At this stage,

Because people differ each other in many aspects such as ages, lifestyle or belief,

motivation might be similar or different which lead to different outcomes.

Noi them ve

Stoptober understands the effects of others:  By making our values public and by

making public commitments to change our behaviour, we are far more likely to stick with

the behaviour change and see through the commitment to the end of the month.

Stoptober understands self-efficacy (peoples’ judgments of their capabilities to achieve

a goal): Our perceived likelihood of success determines behaviour. It affects how much

effort we put into what we are doing, how long we persist and how we feel about the

task.

The best way to increase self-efficacy is by providing opportunities for understanding,

exploration and participation. Stoptober is a time where smokers are provided the

necessary information to change along with testimonials and examples of how similar

people have succeeded, without pushing them to make that change. Stoptober

Stoptober understands that we underestimate the importance or relevance of something

that might happen in the distant future. This often manifests itself in people choosing

short-term gratification over longer-term rewards. Stoptober focuses on the short term in

the hope that it will lead to long term behaviour change as the smoker fosters a non-

smoker identity. The aim of Stoptober is to keep the want for a new identity as a non-

smoker greater than the status quo of being a smoker.

Driving in reverse: How behavioural economics can change smoking behaviour

http://www.mruk.co.uk/blog/?p=829

Motivation Conflicts

Approach-Avoidance Conflict:

o Exists when consumers desire a goal but wish to avoid it at the same time

Smoking. The gift that keeps giving.

http://www.slideshare.net/stephendann/motivation-social-marketing

A case study of Stoptober: an English mass media smoking cessation campaign :

The campaign draws heavily on several key ideas from behavioural and psychological

science. One is social contagion theory that suggests national messaging can amplify a

campaign by normalising behaviour and turning it into a movement [i.e., a mass quit

attempt, 1]. This idea is supported by network analysis of population data that shows

interconnected groups of people tend to stop smoking in concert [2]. ===< mas attempt

at quitting (khi nhìn thấy nhìu ng` cùng làm , sẽ tạo ra hiệu ứng, đc kích thích …)- ko

bik có lien quan đến motivation?

1.         Einstein, S. and A. Epstein, Cigarette smoking contagion. Int J Addict, 1980.

15(1): p. 107-14.

2.         Christakis, N.A. and J.H. Fowler, The Collective Dynamics of Smoking in a

Large Social Network. New England Journal of Medicine, 2008. 358(21): p. 2249-2258.

Another key psychological influence is to base the movement around a SMART

(Specific, Measurable, Attainable, Realistic and Time-sensitive) goal. SMART goals aim

to help people achieve a difficult behavioural goal by encouraging them to begin with a

realistic intermediary goal, which is objective, well-specified and bound to a particular

target date [3].

3.         Doran, G.T., There's a SMART way to write management's goals and

objectives. Management Review, 1981. 70(11): p. 35-36.

AStoptober sets people the goal of being smoke-free for 28 days starting on October

1st. The call to action is reinforced by the positive messages that smokers achieving

this goal are at least five times more likely than at the start to become permanent ex-

smokers as a result of having recovered from the worst of the cravings and withdrawal

symptoms.

The final key psychological insight comes from PRIME theory [4].

4.         West, R. and J. Brown, Theory of Addiction (second edition). 2013, Oxford:

Wiley Blackwell.

PRIME theory is a comprehensive theory of motivation that argues the

motivational system is inherently unstable and requires constant balancing input

to maintain a constant pattern of behaviour. In the case of cigarette addiction,

cessation is most likely to be successful if a range of support is provided that

targets the whole motivational system rather than just some elements of it.

Stoptober provides and advertises a wide variety of support to help smokers

achieve a smoke-free month including a postal support pack, an accompanying

website offering brief advice on smoking cessation, peer support via facilitatory

Facebook and Twitter accounts, a motivational text-messaging programme and

an app that provides ongoing encouragement and self-monitoring tools.

Result

Stoptober clearly provided excellent value for money as a life-saving public health

intervention. For example, the UK national guidance is that medical interventions are

cost-effective if they cost less than £20,000-£30,000 per discounted life year gained.

The implication of this evaluation is that designing a national public health campaign

with a clear behavioural target (making a serious quit attempt) using key psychological

principles can yield a substantial return in terms of behaviour change and public health

impact.

Logistic regression models demonstrated that relative to other months in the year, more

people tried to quit in October in 2012 as compared with 2007-11. Specifically, in 2012

there was an significant increase in quitting of approximately 50% during October

compared with other months of the same year (9.6% vs. 6.6%), whereas in 2007-11 the

rate in October was non-significantly less than in other months of the same period

(6.4% vs. 7.5%). On the basis of these data, Stoptober is estimated to have generated

an additional 350,000 quit attempts and saved 10,400 discounted life years at less than

£420 per discounted life year in the most common age group.

The Stoptober campaign has now run for a second time in 2013, and is likely to become

a permanent campaign contingent upon its continued effectiveness. Clearly, previous

effectiveness is somewhat indicative of the future but unfortunately it is not always this

straightforward: campaigns can benefit from novelty or be found to suffer from ‘burnout’.

In order to establish whether Stoptober remains a success, an ongoing assessment of

its effectiveness is important.

Here, the PRIME theory of behaviour change [14], argues that responses are influenced

by a wide variety of motivational inputs, from Impulses and inhibitory forces, through

Motives arising from desires, drives, and emotional states, to Evaluations and Plans; the

exact course of action is said to be determined on a moment-to-moment basis

depending on which inputs are salient. In the present context, PRIME theory would lead

to the view that any prompt that was emotionally salient and could retain that emotional

salience after the quit attempt had started would contribute to the success of that quit

attempt. The theory [14] would also lead to the prediction that, other things being equal,

the greater the number of prompts contributing to a quit attempt the more likely it would

be to succeed. This is because motivational forces are believed to summate when

present at the same time, however diverse their source [14]. West R. Theory of

addiction. Oxford: Blackwell; 2005.

Ussher, M., Brown, J., Rajamanoharan, A., & West, R. (2014). How do prompts for

attempts to quit smoking relate to method of quitting and quit success? Annals of

Behavioral Medicine : A Publication of the Society of Behavioral Medicine, 47(3), 358-

368. doi:10.1007/s12160-013-9545-z

Su Benton, team leader for Derby's Fresh Start, said: "We're going out and about to

reach as many people as possible. "That's because Stoptober will lead smokers through

a detailed step-by-step programme to help them achieve their goal." The nationwide

project has been described as the first time the Government has launched a "mass quit

attempt"

Smokers being urged to quit tobacco for 28 days. (2012, ). Derby Evening Telegraph,

pp. 13.

It’s ‘Stoptober’ – but 28 days isn’t long enough to change a habit

Posted by Stuart Farrimond ⋅ October 1, 2014 ⋅ 2 Comments

Filed Under  addiction, addictions, habits, nicotine, Psychology, resolution success

rates, smoking

It is very hard for smoking people to forgo their pleasure habit, smoking cigarette.

Therefore, when Stoptober raises an interesting idea by braving smokers to quit their

smoking habit for good, it has had a huge attention. The Stopober’s 28 days to make a

change t tagline can somehow make the participants feel motivate and believe to set

their own target. Obviously, smoking is not a special habit; it is a drug addiction, from

nicotine to be exact. For smokers, only ways to help them get rid of this drug is usually

support groups, medication therapies, quitlines and self-help materials. Each can fix

and every year national campaigns like ‘Stoptober’ give the extra motivation for

smokers to beat the nicotine.

Stoptober: the 28-day stop smoking challenge has been launched with the support of

top British comedians. British comedians, including Paddy McGuinness, Al Murray and

Simon Brodkin, appeared in the TV launch and are touring around the country until

October 11 to encourage people to sign up. Chief medical officer Dame Sally Davies

said: "Far from making you more depressed, stressed or anxious, there is evidence to

suggest that you are likely to feel more happy and relaxed in the long term by quitting

smoking.

"And with this year's line-up of comedians, we are asking anyone who has considered

quitting to join the thousands of others and take up the challenge and give Stoptober a

go - stop smoking and start smiling." The secretary of state for health, Jeremy Hunt,

said: "The campaign's theme this year is comedy, but sadly lung cancer is no laughing

matter and it remains the UK's biggest cancer killer. Stoptober will launch on the 8th

September with a three-minute TV ‘sketch show’ during the Emmerdale ad break,

fronted by the leading comedy line up and surprise guests.

Stoptober 2014 launches on 8 September and this year the campaign will use humour

to engage smokers and bring the campaign alive. We know smoking is no laughing

matter and neither is quitting. But humour can be a great way to get through even the

grittiest of challenges and by working with some of the UK’s top comedians we hope to

further increase quit attempts.

Wilson, M. (2014, September 26). Stoptober campaign gets the backing of british

comedians. Sidmouth Herald, pp. n/a.

If you live in England, you can sign up at www.smokefree.nhs.uk/Stoptober

You'll receive the following;

- Comprehensive quit pack full of helpful information

- Detailed step-by-step guide to quitting

- e-mails and texts to support you throughout the month

- a 28-day stop smoking app

- The feel-good spirit of thousands of people quitting with you

For those of you living outside of England, then please don't feel left out, join us here on

Quit Support for the 28 day challenge.

Remember, it's not just the 1st of October - the 28 day challenge can start at any time

you like, so if you don't quite stop tomorrow, there's always the next day

One of my main motivations to quit was for my family, who hated me smoking - I think

they were scared about

what might happen to me. Deep down I knew smoking was bad for my health and I

knew I had to stop for all our

sakes.

mass-media advertising to reinforce smokers

Everyone knows that drinking and smoking to excess are inherently bad for you. Never

a day goes by without scientific or medical reports featured in the media outlining the

various health hazards caused by excessive alcohol intake and smoking.

The simple fact of the matter is that although many people have the desire to give up

either alcohol or smoking or both, the reality is that when it comes down to finding the

willpower and motivation required to actually give up for a particular time, they find

themselves struggling. This is why the Stoptober campaign offers hope for these

individuals. The campaign provides that additional motivation for people, who require

extra help in terms of willpower that’s required to be successful in breaking old patterns

of behaviour.

Another benefit of this kind of campaign is that it has been shown in many clinical

studies that if an individual can refrain from drinking and smoking for a period of time

such as 3 to 4 weeks, there is a significant increase in the chances of giving up smoking

and drinking completely. The Stoptober campaign works by providing a starting block

and because it is a national campaign it provides the opportunity for friends and family

to get involved which can also help with motivation.

However, the reality is that although this type of campaign does provide an initial burst

of enthusiasm, as the days progress and the desires of the individual for a drink or a

cigarette increases, their self discipline begins to weaken. This is where hypnotherapy

can help. Renowned for being a highly effective method of helping people to give up

smoking and drinking, it provides a simple solution to keep focused on their goal at that

time when the motivation and enthusiasm starts to wane.

Tobacco use is the largest avoidable cause of illness and death in the United States,

responsible for about one in five of all American deaths annually (McGinnis & Foege,

1993). When people stop smoking permanently, even after years of smoking, the health

risks are immediately reduced and continue to decrease in the subsequent years of

abstinence (U.S. Department of Health and Human Services [US DHHS], 1990).

Facilitating Autonomous Motivation for Smoking Cessation

Geoffrey C. Williams, Maryle `ne Gagne d , Richard M. Ryan, and Edward L. Deci

University of Rochester

self-determination theory (SDT; Deci & Ryan, 1985; Williams, Deci, & Ryan, 1998;

Williams, Quill, Deci, & Ryan, 1991),SDT

SDT distinguishes between autonomous and controlled behav-

ioral regulation. Behaviors are autonomous to the extent that

people experience a true sense of volition and choice and act

because of the personal importance of the behavior. In contrast,

behaviors are controlled to the extent that people feel pressured to

perform them, either by external or intrapsychic forces. The prac-

tical importance of this distinction is that autonomous motivation,

relative to controlled motivation, is expected to facilitate smokers’

quitting smoking, resisting relapse, and maintaining the decrease

in smoking, resulting in important health benefits (US DHHS,

1990). According to SDT, behavioral regulation becomes more

autonomous when the regulation is fully internalized, whereas it is

relatively controlled if the regulation remains external (e.g., be-

having to please one’s doctor) or is only partially internalized (e.g.,

being controlled by anxiety or guilt).

Evidence from surveys suggests that the main reason smokers give for wanting to stop,

in countries such as the USA and UK, is concern about health followed by cost and

social concerns [1, 2]. There is also evidence that specific events, such as being

advised to stop by a health professional or seeing an anti-smoking advertisement, can

trigger quit attempts [3].

1. Lader D. Smoking related behaviour and attitudes, 2006. A report on

research using the National Statistics Omnibus Survey produced on

behalf of the Information Centre for Health and Social Care.

London: Office for National Statistics; 2007

2. McCaul KD, Hockemeyer JR, Johnson RJ, et al. Motivation to quit

using cigarettes: A review. Addict Behav. 2006; 31: 42-56.

3. Vangeli E, West R. Sociodemographic differences in triggers to quit

smoking: Findings from a national survey. Tob Control. 2008; 17:

410-415.

Ussher, M., Brown, J., Rajamanoharan, A., & West, R. (2014). How do prompts for

attempts to quit smoking relate to method of quitting and quit success? Annals of

Behavioral Medicine : A Publication of the Society of Behavioral Medicine, 47(3), 358-

368. doi:10.1007/s12160-013-9545-z

Smoking history and motivation to quit in smokers with schizophrenia in a

smoking cessation program

Motivation to change has been identified as an important construct in the smoking

cessation process (Bock et al., 1998, Crittenden et al., 1994, Font-Mayolas et al.,

2007 and McBride et al., 1994). Higher readiness or motivation to change has been

associated with quitting and greater worry about the negative consequences of smoking

(Berg et al., 2008 and McCaul et al., 2007). Motivation to change is also related to self-

efficacy, a person's belief about his/her ability to make a change (Bandura,

1977 and Steinberg, 1998). Several studies have found links between high self-efficacy

and smoking abstinence and low self-efficacy and smoking relapse in general

population smokers (DiClemente, 1981, Gwaltney et al., 2009 and Shiffman et al.,

2000).

Participants were most concerned about the health effects of smoking and reported

smoking to cope with negative affect and boredom. These findings suggest that

smoking cessation programs may benefit from helping participants find ways other than

smoking to cope with difficult feelings and situations and to fill time when experiencing

boredom. In addition, correlational analyses revealed a relationship between temptation

and nicotine dependence at baseline, with higher dependence being related to higher

temptation to smoke in different situations. Smoking cessation programs for people with

schizophrenia would benefit from attending to this relationship, perhaps by reviewing

situations that lead to the greatest temptation to smoke, and then helping smokers

develop strategies to cope with these situations without smoking or to avoid them

altogether. Adapting smoking cessation efforts in this way may yield better outcomes by

addressing the specific reasons and situations that lead to smoking for people with

schizophrenia.

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6. Elliot, A. J., & Covington, M. V. (2001). Approach and avoidance motivation.

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10.Halterman, J. S., Borrelli, B., Conn, K. M., Tremblay, P., & Blaakman, S. (2010).

Motivation to quit smoking among parents of urban children with asthma. Patient

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23.

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Glasgow, R. E. (2006). Motivation to quit using cigarettes: A review. Addictive

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