Smoking behavior as a function of social cues and sex: A naturalistic study

The purpose of the study was to investigate the hypotheses that the smoking behavior of both females and males is affected by social cues and that the smoking behavior of females is more affected by social cues than is the smoking behavior of males. The smoking behaviors of 313 females and 487 males walking on public streets and of 154 females and 146 males waiting in public waiting rooms were recorded. Both sexes smoked more often in the waiting room situation than in the street situation; females' smoking was influenced to a greater degree by the same social context. The presence of a nearby smoker, particularly a male, increased the rate of smoking in female, but not male, subjects. The findings have implications for programs designed to modify the smoking behavior of women and men.The research was partially supported by the University Research Council of Fordham University. The authors wish to express their gratitude to Gerard Donohue for his assistance with data collection.