CULTURAL-DIFFERENCES IN ATTITUDES TOWARD SMOKING - DEVELOPING MESSAGES USING THE THEORY OF REASONED ACTION

The theory of reasoned action was used to identify the culturally appropriate beliefs of Hispanic smokers that might be targeted in an anti‐smoking campaign. In‐depth interviews were conducted with 263 Hispanics and 150 non‐Hispanic whites. Intentions to quit smoking were predicted most strongly by the attitudinal rather than the normative component of the model. A pattern of cultural differences between the two ethnic groups was identified. Family‐related consequences and concerns about bad smell contributed more to Hispanic attitudes toward quitting than to those of non‐Hispanic whites, while the effects of withdrawal from cigarettes contributed more to non‐Hispanic whites'attitudes than to Hispanics'. The bad smell of cigarettes, improving relationships with the family, weight gain, breathing more easily, and having a better taste in the mouth were the consequences of smoking and quitting that most strongly discriminated between those Hispanics intending and not intending to quit. These results should be used in the creation of culturally appropriate anti‐smoking messages for this group. Copyright © 1990, Wiley Blackwell. All rights reserved