On behalf of the American Lung Association, he has spoken to an array of audiences, has testified before Congress, and has appeared on national television to discuss smoking and how to promote nonsmoking. Over the years, Fisher's research interests have shifted from self-control to social support and the role it plays in health behavior modification. A study he conducted 10 years ago was among the first to look at how men and women might react differently to such social support. That study, and subsequent ones, led Fisher to write a section on gender roles and social support for the forthcoming U.S. surgeon general's report on smoking and health, the third on which Fisher has worked. In the report, Fisher shows that women might be more aware of social support than men.
Women also seem more skilled at giving and receiving it.
Men, on the other hand, frequently are raised believing that social support is a crutch. That autonomy myth is life-threatening. Nondirective support entails cooperating and expressing an understanding of others' feelings. In Directive support, one tries to make sure others do the right thing and feel good. The distinction is most clear in dealing with emotions.