Rate My Professor Janet Hoek

Hoek's main research interests centre on marketing and public policy, with particular emphasis on smokefree policy and nicotine product regulation, plain or standardised packaging and tobacco branding, novel on-pack tobacco warnings complemented by efficacy messages, vaping dynamics including transitions from smoking, uptake among smokers and non-smokers especially youth, identity shifts during nicotine cessation, tobacco companies' self-proclaimed transformations, and industry arguments portraying smoking as an informed choice. She has provided expert evidence to New Zealand government departments and parliamentary Select Committees, participated in NGO and government advisory groups, and served on an Australian government expert advisory group overseeing plain packaging introduction and updates. Her impactful career, spanning over 20 years, includes more than 250 conference presentations and over 200 peer-reviewed publications that have influenced key policies such as New Zealand's Smokefree Action Plan (2021) and the Smokefree Environments and Regulated Products Amendment Act 2020 (SERPA). Notable publications feature “You just wanna hit it … ‘cause like it smells like fun’: a qualitative investigation of adolescents’ experiences of nicotine vaping in Aotearoa New Zealand” (Kōtuitui, 2024), “How do New Zealand youth perceive the smoke-free generation policy? A qualitative analysis” (Tobacco Control, 2024), and “Smoking is bad, it's not cool…yet I'm still doing it: Cues for tobacco consumption in a ‘dark’ market” (Journal of Business Research, 2015). Awards include the 2022 Universities New Zealand Critic and Conscience of Society Award, which granted $50,000 for her documentation of vaping harms to young people, and election as a Fellow of the Society for Research on Nicotine and Tobacco (2020).