Perceptions of Smokeless Tobacco Among Collegiate Baseball Players at a Large California Public University

The purpose of this study was to investigate and discover user perceptions of smokeless tobacco (ST) among collegiate baseball players. Incorporating elements of the Health Belief Model (HBM), the objective was to measure perceived susceptibility, severity, benefits, barriers, cues to action, self-efficacy, and variable influences of ST initiation and usage. This study collected primary data through the hosting of four independent focus group sessions. Additionally, an instrument was administered to two of the groups, containing demographic information and other comparative measures. NVivo was the qualitative analysis platform utilized to identify trends and themes related to various perceptions that were key elements of each focus group script. The study identified useful trends and perceptions. However, a limitation lies with the sample size. It is difficult to generalize results beyond the confines of the program featured. The results of this study suggest efforts to increase regulatory compliance are merited. It also appears accurate and significant knowledge regarding the dangers of ST are possessed by all participants, but a low perceived susceptibility exists resulting in a problematic scenario. Additionally, it can be recommended that future cessation programs feature a non-carcinogenic alternative that mimics the mouth texture of ST, a theme consistent in the focus groups featuring active players and alumni.