Using Peer Crowds to Segment Black Youth for Smoking Intervention

Abstract

Studies of peer crowds show promise for enhancing public health promotion and practice through targeting. Distinct images, role models, and social norms likely influence health behaviors of different peer crowds within health disparity groups. We describe peer crowds identified by Black young people and determine whether identification with them is associated with smoking. Data from Black young people aged 13 to 20 in Richmond, Virginia, were collected via interview and online survey (N = 583). We identified the number and type of peer crowds using principal components analysis; associations with smoking were analyzed using Pearson chi-square tests and logistic regression. Three peer crowds were identified: “preppy,” “mainstream,” and “hip hop.” Youth who identify with the hip hop peer crowd were more likely to smoke and have friends who smoke and less likely to hold antitobacco attitudes than those identifying with Preppy or Mainstream crowds. Identifying with the hip hop crowd significantly increased the odds of smoking, controlling for demographic factors (OR = 1.97; 95% CI = 1.03–3.76). Tobacco prevention efforts for Black youth and young adults should prioritize the hip hop crowd. Crowd identity measures can aid in targeting public health campaigns to effectively engage those at highest risk.

Peer crowd affiliation as a segmentation tool for young adult tobacco use

“…These informal names are used only for reporting purposes, and the names did not appear on the survey; instead of using names or labels, affiliation with the peer crowd was based on photo selection. Based on formative research, 14 we used the 'I-Base Survey' measure to determine peer crowd affiliation. Participants viewed a grid of images of young adults that had been consistently selected to represent the various peer crowds in focus groups.…”

“…Targeted marketing techniques can be used to shape norms and attach certain meanings to behaviours to promote health behaviours and market unhealthy behaviours such as smoking. [12][13][14] Targeted tobacco marketing has long included campaigns that target specific racial or ethnic groups. [15][16][17][18] Racial and ethnic minority groups are not only at high risk for tobacco use but also are disproportionately affected by the health-related consequences.…”

The Social and Cultural Significance of Women's Sexual Identities Should Guide Health Promotion

“…6 We assume that sexual identity groups have some shared culture, ideas, or norms around, for example, smoking or drinking and that these influence behavior. This is the perspective taken in recent smoking intervention studies to address smoking within minority groups, 7,8 including LGBT communities (see http:// socrush.com/). These programs attend to the values, interests, and social dynamics of ''peer crowds.''…”

“…It was assumed that young people relate to particular social groupings within which particular ''health behaviors can be normative.and have symbolic meanings that make them socially valuable''. 7 Thus, effectively addressing risky health behaviors requires understanding and engagement with these social identities. The exploratory work we present in this paper uses these ideas to think about addressing lesbian, bisexual, and queer (LBQ) women's health disparities.…”

Countermarketing Alcohol and Unhealthy Food: An Effective Strategy for Preventing Noncommunicable Diseases? Lessons from Tobacco

“…Market segmentation or specifically tailoring campaign elements to subpopulations (9,64,90) has shown promise in some tobacco CM that includes messages on industry manipulation (50,94). The national Truth campaign evolved into a multiethnic campaign with special components tailored to appeal to African American, Latino, and Asian youth, a characteristic identified as a key to its success (50).…”