A-TRAC TCORS: Perception of Tobacco Use in Vulnerable Populations
Principal Investigator: Herman Taylor
Funding Mechanism: National Institutes of Health- TCORS Grant
ID number: 1P50HL120163-01
Award Date: 9/19/2013
Institution: University of Mississippi
Youth, women, low socioeconomic status populations, and racial/ethnic minorities are especially vulnerable to tobacco use. Data documenting use, addiction and perception among these groups are limited, and little information is available on best-practice tobacco risk communication campaigns for targeted populations. This project will assess tobacco use patterns, perceptions, attitudes, beliefs and communication channel use among African-Americans, Hispanics, and youth to determine strategies likely to be effective in communicating information on tobacco use risks, and will implement a communication intervention to facilitate quit attempts and cessation. Investigators will conduct 6-12 focus groups (with 8-10 participants per group) to examine channel use frequency (i.e., the most frequent channels for seeking tobacco-related communications and for communicating with others about tobacco) and the influence of factors that modify channel use, including age (i.e., 11-14.4 years, 14.5-18 years), gender, tobacco knowledge, and family and peer tobacco use. Investigators will also develop health communications targeted for different ethnic and socioeconomic groups and test them in 600-800 individuals in appropriate communities. Investigators will study the behavioral aspects of consumption of all forms of tobacco products, including smokeless products and new and emerging products. Specific aims are: (1) to examine the clinical and non-clinical correlates and outcomes (including cardiovascular outcomes) associated with tobacco use in blacks and Hispanics, using data from the Jackson (Mississippi) Heart Study and the Hispanic Community Health Study/Study of Latinos; (2) to evaluate communication channel use, knowledge, risk perception, and tobacco use intention; and (3) to implement a communication intervention to support tobacco use quit attempts and cessation among specific populations vulnerable to tobacco use. This project will generate data that can inform optimal tobacco risk communication campaigns that target vulnerable minority populations.