Introduction: In Norway, snus use and cigarette smoking are at different developmental stages as described by the diffusion of innovation model. Concomitant with declining smoking rates, the use of snus is increasing. In light of these differences in use trends, we assumed that snus users and cigarette smokers would have different perceptions of their personal tobacco use.
Methods: A total of 4,852 smokers and snus users were recruited from a large sample of online panelists (n = 62,000) and a postal database (n = 15,000). The responses to 16 evaluative statements assessing perceptions about tobacco use were compared between exclusive snus users and exclusive smokers and within dual users. The statements concerned self-evaluative emotions, moral judgments, social disapproval, and benefits of quitting.
Results: The perceptions of personal tobacco use differed greatly between exclusive smokers and exclusive snus users, even after controlling for age and sex. Smoker's perceptions were more negative compared with snus users' perception. The differences between smoking and snus use were particularly large for indices of social disapproval (Cohen's d = 1.56) and benefits from quitting use of the product (Cohen's d = 1.47) between exclusive users. Dual users exhibited a similar pattern.
Conclusions: Smokers have a more negative perception of their own use compared to snus users. Dual users also devaluated smoking in comparison to their snus use. This finding may have important values for prevention strategies targeting smokers, snus users, and dual users.
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