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Personal Motivations of Asian Americans Who Use ENDS: A Qualitative Study

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Objectives: The purpose of this study is to explore the motivations that encourage Asian Americans to use ENDS. In addition, it seeks to evaluate the underlying implications of Asian cultural beliefs and values that influence the use of ENDS. Methods: We conducted 12 semi-structured in-depth interviews among Asian Americans. Data were analyzed using thematic analysis. Results: Participants were influenced by Asian cultural values of filial piety and saving face which allowed them to either de-stigmatize or conceal the use of ENDS among their family members and peers. They also reported preferences for e-juice flavors reflective of food and products prominent in the Asian culture. Moreover, respondents also believed that ENDS use is less harmful than combustible cigarettes and reported experiencing perceived health benefits. Conclusion: Asian Americans who use ENDS are encouraged by the perception of their family members and value a sense of comfortability and familiarity when choosing their e-juice flavors. These results can help inform public health educators and researchers create culturally-specific health campaigns and interventions targeting the Asian-American population.
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Document Type: Research Article

Affiliations: 1: Doctoral Student, Boston College, School of Social Work, Chestnut Hill, MA;, Email: [email protected] 2: San Francisco State University, Department of Asian American Studies, San Francisco, CA 3: Vice President of Operations, CharterCARE Health Partners, Providence, RI

Publication date: July 1, 2019

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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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