Previous research has substantiated the targeting of various demographic subgroups by the tobacco industry through marketing practices. However, relatively little research has examined targeting of Asians and Pacific Islanders. Based on prior tobacco document research citing the use of identity-based marketing strategies, a content analytic scheme was developed to assess if these strategies were applied to the Asian and AAPI populations. The study was grounded in social identity theory and optimal distinctiveness theory paradigms in order to develop a coherent analytic framework. Keyword searches of documents were conducted and a random sample of the documents of interest was drawn. These data suggest that the tobacco industry targeted Asians and Pacific Islanders in the United States and abroad via interpersonal and commercial communication tactics. These strategies were carefully orchestrated and employed as a result of sophisticated analyses of the social identities and value systems of the source culture populations. Barriers to reaching this culturally and linguistically heterogeneous market were overcome via the construct of collectivism. At the same time, more Westernized Asians were targeted via advertisements that blended a hybrid Western style identity. For both source and immigrant cultures, the industry attempted to facilitate identity construction and maintenance through smoking.
