When Korean women move to California, selleck chem Enzalutamide their smoking prevalence goes from 7% in Korea to 17% in California as they approximate full acculturation (Song et al., 2004). This probably represents the effect of acculturation in California, with substantially more gender equity, interacting with the previous Korean contingencies that suppressed female smoking (Hofstetter et al., 2004). These results show that ��gender�� acts as a marker for unique social contingencies for males and females. This interaction demonstrates the power of subculture contingencies and the importance of engineering gender-specific contingencies to protect women or other ��high risk�� immigrants from the tobacco industry. One such example is a media program modeled after the ��truth�� campaign (Farrelly et al.

, 2002), to counter the industry’s luring women to smoke with promises of equality and freedom. The BEM and the tobacco industry The tobacco industry knows how to change behavior The tobacco industry has been changing cultures. Brandt (2007) summarized how the industry has employed concepts from the BEM (e.g., promoting tobacco use among women as a demonstration of gender equality) and made tobacco a central feature of Western culture, if not worldwide cultures. The industry lobbies for laws that protect it. The industry illustrates how to engineer social contingencies that define our tobacco culture. Litigation is working but not without compromise Even as the industry has come under attack through civil litigation, it has turned failures into protectionist policies.

However, as recent large-scale litigation has produced ��losses�� for the industry, there is an impression that the larger culture can exact counter-control (Gostin, 2007). However, negotiated settlements have included clever stipulations. For example, awards to the Flight Attendant Medical Research Institute (FAMRI) were provided to conduct research to prevent or control diseases linked to SHSe. This spans basic, clinical, and epidemiological science, including large centers of excellence. The FAMRI will yield discoveries that contribute to disease prevention; some studies will improve clinical treatment of tobacco-related diseases, and some will inform effective smoking cessation treatments or prevention of SHSe. However, the settlement precluded research funding for new tobacco policies, including those that might inform means of population-wide protection from SHSe.

Nevertheless, the FAMRI remains a model settlement, in contrast to the track record for the Master Settlement Agreement (MSA) between the tobacco industry and attorneys general of 46 states. The MSA is the largest dollar ��award�� from the industry (Wilson, GSK-3 1999) but provides almost no support of tobacco control interventions such as media campaigns or tobacco prevention research.