ABSTRACT:Beliefs and social norms elicited from adolescents were employed in the theory of reasoned action to predict early adolescent males' intention to chew tobacco. About 50 of males had chewed tobacco. Responses of chewing intenders and nonintenders differed in response direction and in response strength. Response differences regarding physical effects (cancer, yellow teeth, habit forming) as well as psychosocial effects (look cool, relax, have a good time with friends) suggested specific educational strategies. Intenders and nonintenders both reported not believing chewing causes cancer, an erroneous belief. Nonintenders reported belief carry over from smoking: chewing will “make my clothes smelly” and chewing will “give me shortness of breath,” both unfounded. Nonintenders reported less referent support for chewing. Both groups reported a general unwillingness to comply with their significant
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