256534 Assessing Perceived Norms of Cigarette Smoking Among College Students

Tuesday, October 30, 2012

Devan R. Romero, DrPH, MS , California State University San Marcos, San Marcos, CA
Cigarette smoking prevalence has remained steady in the college population since 2005. Past reported prevalence's range from 15-30% and are reported lower in California. College is a transitional period where peer networks and social bonding influence behaviors heavily. Understanding perceived social norms of smoking may help to predict future modeling of smoking behavior. This study sought to identify college student's perceived prevalence of current smoking behavior. Four hundred and ninety participants aged 18-25 were recruited from a large Southern California university. Using a cross-sectional survey, smoking behavior, perceptions, and other tobacco use items were examined. Specifically, participants rated the percentage range of the likelihood of smoking among adults and college students. Of participants, 23.3% reported the highest percentage of all adults who smoke was 31-40%, followed by 17.1% reporting 41-50% and 16.9% selecting 51-60%. The perception of college student smoking was more dispersed with 16.7% reporting 31%-40%, closely followed by 15.9% identifying 61-70%, and 14.7% selecting 41-50%. When asked what percent of college students have tried smoking cigarettes 29% and 24.5% reported 81-90% and 71-80% respectively. College students perceive smoking prevalence at a higher rate than what has been reported nationally and in past studies for all adults and that a high percentage of college students try smoking. This is alarming as either smoking prevalence is being underestimated in this population or the perceived norm is incorrect. Smoking prevention and cessation efforts need to target social normative beliefs as a means to prevent smoking initiation and continuation among college students.

Learning Areas:
Administer health education strategies, interventions and programs
Implementation of health education strategies, interventions and programs
Social and behavioral sciences

Learning Objectives:
1. Describe smoking prevalence and perceived likelihood of smoking among colleges students. 2. Discuss the implications of higher perceived prevalence of smoking in this population. 3. Assess the importance of targeting social normative beliefs for smoking prevention efforts in college students.

Keywords: College Students, Smoking

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I designed this study and is from dissertation research. In addition, I have a minor in Tobacco Epidemiology and have extensive training in tobacco control research methods and trained in a graduate certificate program.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.