Psychographic Segments Based on Attitudes about Smoking and Lifestyle among Vietnamese-American Adolescents

Ling, Pamela M.; Neilands, Torsten B.; Nguyen, Tung T.; Kaplan, Celia Patricia

doi:10.1016/j.jadohealth.2007.03.004

« Previous Next »Journal of Adolescent Health
Volume 41, Issue 1 , Pages 51-60, July 2007

Psychographic Segments Based on Attitudes about Smoking and Lifestyle among Vietnamese-American Adolescents

Pamela M. Ling, M.D., M.P.H.
- Division of General Internal Medicine, Department of Medicine, Center for Tobacco Control Research and Education, University of California–San Francisco, San Francisco, California
- Address correspondence to: Dr. Pamela M. Ling, Assistant Professor of Medicine, Box 1390, 530 Parnassus Avenue, Suite 366, University of California–San Francisco, San Francisco, CA 94143-1390.
Torsten B. Neilands, Ph.D.
- Center for AIDS Prevention Studies, University of California–San Francisco, San Francisco, California
Tung T. Nguyen, M.D.
- Division of General Internal Medicine, Department of Medicine, University of California–San Francisco, San Francisco, California
Celia Patricia Kaplan, Dr.P.H., M.A.
- Medical Effectiveness Research Center, Division of General Internal Medicine, Department of Medicine, University of California–San Francisco, San Francisco, California

Received 7 September 2006; accepted 5 March 2007.

Abstract

Purpose

Tobacco marketing campaigns target distinct psychographic segments of the population. We describe psychographic segments among Vietnamese-American youth and their relationship to smoking behavior.

Methods

This was a cross-sectional survey of 411 Vietnamese-American young people (aged 14–24 years). Cluster analysis was performed to describe different population segments.

Results

We identified four segments, categorized as follows: risk seekers, stressed pessimists, optimistic achievers, and sedentary well-behaved individuals. The risk seekers and stressed pessimists reported that they had tried smoking at some time (60% and 53%, respectively) in greater proportions than the other two segments (25% and 24%); and 20% of risk seekers and 22% of stressed pessimists were current smokers compared with 2% of the other clusters. In comparison to the other groups, the risk seekers more frequently went to bars and clubs, and their friends engaged in risky behavior. They agreed that secondhand smoke was dangerous, but accepted ventilation as an alternative to smoke-free policies more frequently than the other groups. The stressed pessimists had negative views of the future, did not value physical fitness, and doubted the dangers of secondhand smoke. Optimistic achievers were active in sports and student activities, were optimistic about future achievements, prioritized good nutrition, and supported smoke-free policies. The sedentary well-behaved group had well-behaved friends, did not value physical fitness, strongly opposed smoking, and supported smoke-free policies.

Conclusion

Different segments of the Vietnamese-American population have different attitudes and smoking risk, which may facilitate targeted tobacco control message development. Future research should address whether similar psychographic segments exist in other ethnic populations.

Keywords: Asian Americans, Smoking, Prevention and control, Social marketing, Tobacco smoke pollution