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3 SOCIAL NORMS AND
THE ACCEPTABILITY OF
TOBACCO USE

CONTENTS

The Function of Social Norms

71

The Emerging Tobacco-Free Norm

73

The Decline of Tobacco Use

73

The Social Unacceptability of Tobacco Use

76

Tobacco Use as Perceived by Children and Youths

77

The Perception of Tobacco Use

77

Spreading a False Impression: The Ubiquitous Pro-Tobacco Message

80

Opportunities for Promoting a Tobacco-Free Norm

83

Families

84

Peer Context

85

The School Environment

86

The Community Environment

87

The Workplace

88

Fast-Food Restaurants

90

Shopping Malls

91

Sports Facilities

91

Community and Youth Organizations

92

Advocacy for a Tobacco-Free Norm

93

Reinforcing the Tobacco-Free Norm: Conclusions and Recommendations

97

References

98



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