Persistent effects of a message counter-marketing light cigarettes: results of a randomized controlled trial.
In a randomized, controlled trial, a national sample of smokers of Light cigarettes heard by telephone a "radio message" counter-marketing Light cigarettes. This message caused immediate changes in beliefs. Follow-up telephone interviews were done about 7 months later. The Message Group (N = 181) was more likely than the Control Group (N = 85) to report that (a) one Light equaled one Regular in tar yield to smokers, (b) Lights did not decrease health risks, and (c) they wanted to give up smoking (P<.05); they did not report greater quitting or intention to quit, or greater knowledge of filter ventilation. Systematic counter-marketing of Lights is recommended. A telephone-based exposure and follow-up procedure could be a good way to study message effects.
Kozlowski
L T
LT
Department of Biobehavioral Health, The Pennsylvania State University, University Park 16802, USA. ltk1@psu.edu
Palmer
R
R
Stine
M M
MM
Strasser
A A
AA
Yost
B A
BA
D000328:Adult; D000329:Advertising; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D010565:Persuasive Communication; D016032:Randomized Controlled Trials as Topic; D012907:Smoking / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology*; D000074606:Smoking Prevention; D013689:Telephone; D013997:Time Factors