| Sumario: | Betel nut chewing is highly prevalent in Hunan Province, China. This study aimed to explore newcomers' possible acceptance of betel nut chewing and dependence on betel nuts within such a social environment. We applied binary logistic regression analysis to examine the relationships amongst participants' betel nut functional perception, the environment (including exposure to betel nut advertisements and friends who chew betel nut), current preferences and choices of betel nut chewing and the probability of betel nut chewing in the future. a) Exposure to betel nut advertisements and friends who chew betel nuts have a significant impact on participants' functional perception of betel nuts. b) Participants' functional perception has a significant correlation with their preferences and choices related to chewing betel nuts. c) Participants' current preferences and choices related to chewing/not chewing betel nuts have a significant correlation to the probability of betel nut chewing in the future. Most of the newcomers will follow the traditional betel nut chewing habit of society. Controlling social influences, such as advertising and surrounding relationships, is key to preventing newcomers from developing betel nut dependence.
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