Smoking in College Women: The Role of Thinness Pressures, Media Exposure, and Critical Consciousness

There are strong social pressures for U.S. females, particularly those of European heritage, to achieve and maintain an extremely low body weight. These pressures are reflected in a variety of media sources, including advertising. We argue that valuing thinness, exposure to thinness-depicting media, and lacking skepticism about tobacco advertisements have adverse effects on young women's decisions about smoking, particularly smoking for weight control. We tested these hypotheses in a study of 188 female undergraduates, both never-smokers and daily smokers. Believing that smoking controls weight, exposure to thinness-depicting media, and low levels of skepticism about tobacco advertising were associated with being a smoker. Among smokers, believing that smoking controls weight, internalizing thinness pressures, and low levels of feminist consciousness were associated with smoking for weight control. Results are discussed with the aim of encouraging public health anti-smoking campaigns targeted at women, and smoking cessation programs that are responsive to the needs of weight-concerned female smokers.