Smoking cross-culturally: risk perceptions among young adults in Denmark and the United States.

Research examining smokers' understanding of their smoking risk reveals that smokers acknowledge some risk but often deny or minimize personal risk. We examined risk perceptions of lung cancer among smokers and non-smokers in a smoking-lenient (Denmark) and a smoking-prohibitive (the United States) culture. Participants were 275 Danish students attending trade schools (mean age 22.6 years) and 297 US students attending community colleges in Florida (mean age 23.6 years). Results revealed cross-cultural differences suggesting that Danish smokers showed greater risk minimization than US smokers. In addition, in both countries the risk of a typical smoker was rated as lower by smokers than non-smokers, and smokers rated their personal risk as lower than they rated the risk of the typical smoker. Cross-cultural differences in moralization of smoking might be one explanation for these findings.