Testing the cultural frames of tobacco prevention among bicultural Mexican-American youth

The Foundation's Substance Abuse Policy Research Program was designed to provide support for investigators to conduct policy research on a variety of subjects directed at helping the country reduce the harm caused by substance abuse. This study will explore the culturally distinctive norms and attitudes Mexican-American youth have about tobacco and prevention. Bicultural individuals may have different cultural frames for a particular issue, and they may switch between frames depending on which one has been primed by triggers such as advertising. This research will explore whether bicultural Mexican-American youth view smoking behavior and tobacco prevention efforts as being more congruent with Mexican or Anglo culture. It will also explore whether these youth perceive specific advertising languages and themes as congruent with Mexican and/or Anglo cultures. Findings will be used to help interpret the results regarding counterad preferences examined in the parent grant, Effective Strategies in Tobacco Counteradvertising Aimed at Bicultural Mexican-American Youth. Findings will also pave the way for future research to test cultural frames in a broader substance abuse prevention context and will contribute to more successful prevention efforts aimed at diverse cultural groups.

Grant Details

Amount Awarded $34,942.00

Awarded on: 1/18/2005

Time frame: 2/1/2005 - 6/30/2006

Grant Number: 52588


Colorado State University College of Business

1201 Campus Delivery
Fort Collins, 80523-1201


Kathleen J. Kelly
Project Director


Maria Leonora Comello
Project Director