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Abstract: Cancer of the oral cavity is one of the most commonly diagnosed cancers and one of the leading causes of death among men in Taiwan. Extensive research findings have linked betel quid chewing with oral cancer and precancerous conditions. To date, no pharmacological or behavioral treatments exist for betel quid cessation. This paper discusses the potential benefits of applying behavioral research to better understand why betel quid chewers consume betel quid. Specifically, it discusses using behavioral research methods to examine betel quid chewing initiation, dependence, motivation, and withdrawal. Better understanding of these different aspects of betel quid chewing is likely to aid researchers in developing treatment programs. [Copyright &y& Elsevier]