Risk perception and moralization among smokers in the USA and Denmark: a qualitative approach.
OBJECTIVE
The present research explored the role that culture plays in smokers' description of their risk perceptions and experiences as targets of moralization.


METHODS
We conducted in-depth qualitative interviews with 15 smokers each from Denmark (a smoking-lenient culture) and the USA (a smoking-prohibitive culture).


RESULTS
Smokers said they were well aware of the risks of smoking yet minimized the risks of active and passive smoking; Danes were particularly likely to minimize these risks. Smokers also described many experiences as targets of moralization and accepted some elements of moralized attitudes although overall Danes more strongly rejected moralized opinions. Smokers described adjusting to moralization by changing when and where but not how much they smoked.


CONCLUSIONS
It is important to consider cultural influences on moralization and risk perception of smoking.
Helweg-Larsen
Marie
M
Dickinson College, Carlisle, Pennsylvania, USA. helwegm@dickinson.edu
Tobias
Margaret R
MR
Cerban
Bettina M
BM
D000293:Adolescent; D000328:Adult; D001294:Attitude to Health; D003431:Cross-Cultural Comparison; D003718:Denmark; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D012309:Risk-Taking; D012907:Smoking / Q000208:ethnology* / Q000523:psychology*; D012927:Social Control, Informal; D014481:United States