Smoking Social Norms Among Spanish-Speaking Mexican-Origin Persons Who Smoke

In the United States, smoking rates increase with greater acculturation among Mexican-origin women, but not among men. Conversely, greater acculturation is associated with higher likelihood of quitting among Mexican-origin men who smoke, but not among women who smoke. Long-standing speculation is that adoption of smoking social norms in the U.S. that are less restrictive for women and more restrictive for men compared to smoking social norms in Mexico may account for these patterns. However, it is unknown whether persons who smoke actually perceive such differential norms. The current study characterized smoking social norms in the U.S. and Mexico among Spanish-speaking Mexican-origin persons who smoke. Two hundred and ninety Mexican-origin persons who smoke were surveyed on descriptive and injunctive norms for men and women in the U.S. and Mexico. Estimated means for smoking social norms in the U.S. and Mexico were compared separately among men and women. Among men, mean descriptive and injunctive norms in Mexico were significantly higher than those for the U.S. Among women, neither mean descriptive nor injunctive norms were significantly different between the U.S. and Mexico. Mexican-origin women who smoke perceive smoking among women as equally common and similarly unacceptable in the U.S. and Mexico. Findings do not support speculation that differential social norms may explain the acculturation-smoking relationship among Mexican-origin women. Mexican-origin men who smoke perceive smoking among men both less common and less acceptable in the U.S. compared to Mexico. Social norms should be investigated as a mechanism of the acculturation-cessation relationship among Mexican-origin men. Understanding direct and indirect influences of social norms on cessation among Mexican-origin men stands to inform tailoring of interventions.