Anti-spit tobacco information is replete with fear appeals, including firsthand accounts of death and debilitation, to make users aware of the health risks and dangers. Those dangers, however, are well known by baseball players whose association with spit tobacco is historic. A survey of 217 Iowa and Nebraska college players showed that despite their awareness of spit tobacco's dangers, the players use spit tobacco to relax and focus on the field. This study supports other research showing that fear appeals may not be the most appropriate approach for anti-tobacco advertising campaigns. The study suggests that campaigns should promote relaxation and stress reduction techniques as alternatives to spit tobacco.
Ogden, David C.; Lamsam, Teresa A.; Reilly, Hugh J.; and Hilt, Michael L., "Are Anti-Spit Tobacco Campaigns Striking Out? A Survey of Iowa and Nebraska College Baseball Players" (2006). Communication Faculty Publications. 1.