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Associations Between Tobacco Marketing and Use Among Urban Youth in India

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Objectives : To study if receptivity and exposure to tobacco marketing are correlated with tobacco use and psychosocial risk factors for tobacco use among a sample of urban Indian youth.

Methods : Analysis of crosssectional survey data from Project MYTRI, a group randomized intervention trial, in Delhi and Chennai, India, collected from sixth and eighth graders (n=11,642), in 32 schools in 2004.

Results : Exposure to tobacco advertisements and receptivity to tobacco marketing were significantly related to increased tobacco use among students.

Conclusion : This association suggests the need to strengthen policy and programbased interventions in India to reduce the influence of such exposures.

Keywords: exposure to tobacco advertising; receptivity to tobacco marketing; schools; tobacco use; youth

Document Type: Research Article


Affiliations: 1 Director, Health Related Information Dissemination Amongst Youth (HRIDAY), New Delhi, India.

Publication date: May 1, 2008

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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