Quitting messages for Korean, Vietnamese, and Filipino American smokers
Evaluating targeted anti-smoking messages for Asian Americans with high smoking prevalence
This project compares two kinds of quitting messages—ones that reflect cultural values and ones that use familiar-looking people—to see which connects better with Korean, Vietnamese, and Filipino American adult smokers.
Quick facts
| Grant type | R21 grant |
|---|---|
| Study type | NIH-funded research |
| Funding institution | University of South Carolina at Columbia NIH-funded |
| Lab location | 1 site (Columbia, United States) |
| Project ID | NIH-11193983 on NIH RePORTER |
What this research studies
If you join, you'll first take part in an in-depth interview to talk about what quitting messages feel relevant and believable to you. The team will use those interviews to create and refine messages that either reflect cultural values (deep targeting) or feature people who look familiar to the audience (surface targeting). You'll then view and rate different messages so researchers can compare attention, reactions, and willingness to quit between the two approaches. Your feedback will help shape better, more acceptable quit messages for these communities.
Who could benefit from this research
Good fit: Adult (21+) Korean, Vietnamese, or Filipino American current smokers who are willing to be interviewed and review sample messages.
Not a fit: Non-smokers, people under 21, or individuals from other ethnic groups are unlikely to get direct benefit from this specific messaging project.
Why it matters
Potential benefit: If successful, this work could produce more effective, culturally tailored quit messages that help more Korean, Vietnamese, and Filipino American smokers try to stop smoking.
How similar studies have performed: Targeted health communication has helped other groups reduce tobacco use, but directly comparing deep versus surface targeting for these Asian American subgroups is relatively new.
Where this research is happening
Columbia, United States
- University of South Carolina at Columbia — Columbia, United States (Active)
Researchers
- Principal investigator: Kim, Minji — University of South Carolina at Columbia
- Study coordinator: Kim, Minji
About this research
- This is an active NIH-funded research project — typically early-stage science, not a clinical trial accepting patient enrollment.
- Some NIH-funded labs run parallel clinical studies or seek volunteers for related work. To check, contact the principal investigator or institution listed above.
- For full project details, budget, and progress reports, visit the official NIH RePORTER page below.