LAUSR

ABSTRACT We used communication infrastructure theory to investigate oral health beliefs and behavior among young adults in Appalachian Kentucky. We conducted 7 focus groups with 67 participants who reported poor oral health behavior, but this was not necessarily the result of poor oral health knowledge. Participants identified several sociocultural factors affecting their oral health, including lack of oral health prioritization among older generations, and risky health behaviors that competed with good oral health. These sociocultural factors create a context in which standard oral health recommendations are commonly seen as excessive. Participants described various responses to the poor oral health in the region, including fatalism and a distrust of dentists, and that oral healthcare professionals may be using potentially problematic communication tactics. Practical implications for designing effective oral health promotion campaigns in the region and theoretical implications for developing social-contextual frameworks of oral health promotion are discussed.