Consumer Demand for Behavioral Smoking Cessation Treatments

Background: Twenty percent of Latino men smoke but evidence-based smoking cessation treatments is underutilized by this group. With the Latino population projected to triple by 2050, the toll of tobacco could be substantial. Objective: As part of a larger study which evaluated the efficiency and cost effectiveness of strategies for recruiting male Latino smokers to cessation studies, this investigation describes attitudes, beliefs, and preferences for cessation treatment among Latino men. Methods: Three focus groups were conducted with adult Latino men (n=17) current smokers. Results: Forty percent were recent immigrants predominantly from Central and South America, and most were light smokers (7.7±6.0 cigarettes/day). Most (65%) had attempted to quit in the past year, and 59% had quit without assistance. There was limited knowledge of behavioral cessation treatment modalities. However, when discussed, men were interested in group and other behavioral approaches. Willpower an important determinant of treatment utilization can also be a barrier to treatment use. Therefore, outreach efforts that promote evidence-based treatments should be acknowledged. Participants were also largely unaware of cessation treatment via quitlines or the Internet. There was consensus that interventions need to accommodate work schedules. Culturally relevant channels (e.g., Spanish newspapers) were noted as mechanisms to communicate about behavioral programs. Conclusion: Latino men are interested in quitting and receptive to behavioral counseling treatment modalities, but are unaware of their existence and effectiveness.