Smokers' misperceptions of light and ultra-light cigarettes may keep them smoking.
BACKGROUND
This study examined smokers' understanding of the relative tar deliveries of Ultra-light, Light, and Regular cigarettes, reasons for smoking Ultra-light/Light cigarettes, and the likelihood of both quitting smoking and switching to Regular cigarettes if they came to learn that one Ultra-light/Light cigarette gave the same amount of tar as one Regular cigarette.


METHODS
Ten- to fifteen-minute random-digit-dialed, computer-assisted telephone interviews (CATI) were conducted with both a national probability sample (n = 788) and a state random sample (n = 266) of daily smokers over the age of 18.


RESULTS
Less than 10% of smokers in the national sample and only 14% of smokers in the state sample knew that one Light cigarette could give the same amount of tar as one Regular cigarette. Less than 10% of smokers in the state sample knew that one Ultra-light cigarette could give the same amount of tar as one Regular cigarette. Thirty-two percent of the Light and 26% of the Ultra-light smokers in the national sample, and 27% of Light and 25% of Ultra-light smokers in the state sample, said they would be likely to quit smoking if they learned one Light/Ultra-light equaled one Regular.


CONCLUSIONS
Many Light and Ultra-light smokers are smoking these cigarettes to reduce the risks of smoking and/or as a step toward quitting. However, these smokers are unaware that one Ultra-light/Light cigarette can give them the same amount of tar and nicotine as one Regular cigarette. Many of the Ultra-light/Light smokers sampled in this study stated that they would be likely to quit if they knew this information. Mistaken beliefs about low-yield brands are reducing intentions to quit smoking.
Kozlowski
L T
LT
Department of Biobehavioral Health, Penn State University, University Park 16802, USA.
Goldberg
M E
ME
Yost
B A
BA
White
E L
EL
Sweeney
C T
CT
Pillitteri
J L
JL
D000328:Adult; D000329:Advertising / Q000592:standards; D016739:Behavior, Addictive / Q000523:psychology; D016001:Confidence Intervals; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D016015:Logistic Models; D008297:Male; D008404:Massachusetts / Q000453:epidemiology; D009538:Nicotine / Q000008:administration & dosage* / Q000009:adverse effects; D016017:Odds Ratio; D011356:Product Labeling / Q000592:standards*; D012494:Sampling Studies; D012907:Smoking / Q000453:epidemiology / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology / Q000706:statistics & numerical data; D013638:Tars / Q000009:adverse effects; D014481:United States / Q000453:epidemiology
D013638:Tars; D009538:Nicotine