Abstract
Using two experiments we demonstrate that people have lower tolerance for smoking and higher anti‐smoking activism likelihood when in‐group versus out‐group members smoke. The likelihood of anti‐smoking activism toward in‐group smokers was greater for men than women. Moreover, as social distance declined, men showed greater anti‐smoking message receptiveness, message susceptibility and activism likelihood, whereas, women displayed no significant differences in tolerance for smoking, message receptiveness, message susceptibility, and activism likelihood. Open‐ended responses indicated generally negative cognitive reactions to smokers, yet a broad unwillingness to confront them. While feelings of personal relevance and caring facilitated anti‐smoking activism intentions, beliefs in the freedom of personal choice and polite interpersonal interactions hindered these intentions.