Problem/Objective: The purpose of this study was to measure the differences in the motivations and perceptions pertaining to images of smokers and non-smokers as a function of gender. This research to better understand the differences among male and female motivation and perception regarding tobacco use will assist in developing effective counter marketing and media strategies to curb rising tobacco use among youth.

Methods: One hundred and fifty college students viewed images of male and female smokers and nonsmokers then completed a questionnaire regarding their opinions of these images. Data was also collected from smokers on their motivations for starting and continuing to smoke. Perceptions of non-smokers and smokers as well as their personal motivation and behavior regarding tobacco use were examined.

Results: The results indicated that the negative social stigma of smoking was more salient for female smokers than male smokers. Additionally, female smokers tended to start smoking for social acceptance but continued smoking as a form of “self expression” more than male smokers. Moreover, female smokers were perceived as the least attractive and female non-smokers were viewed as the most attractive of the four participant groups.

Conclusions: These results can be used to develop gender specific and targeted educational programs that address the motivations and perceptions of male and female youth and students. This information can be used to develop effective counter marketing and media material for youth tobacco control.