College students' expectancies for light cigarettes and potential reduced exposure products.
OBJECTIVE
To determine positive and negative beliefs about light cigarettes and potential reduced exposure products (PREPs) among college student smokers and non-smokers.


METHODS
A web-based survey conducted in October-November 2004 among 424 students rating 5 advertisements for cigarette brands (Marlboro Red, Light, and Ultralight; Quest; Eclipse) on 28 items tapping positive and negative product expectancies.


RESULTS
Marlboro Light and Ultralight were rated more positively and less negatively than their Red counterpart. PREPs showed low positive and negative ratings relative to Marlboro Light. Positive expectancies were significantly related to willingness to try each brand.


CONCLUSIONS
Advertising plays a role in influencing how college students view light and PREP cigarette brands.
O'Connor
Richard J
RJ
Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY 14263, USA. Richard.Oconnor@roswellpark.org
Ashare
Rebecca L
RL
Fix
Brian V
BV
Hawk
Larry W
LW
Cummings
K Michael
KM
Schmidt
William C
WC
D000293:Adolescent; D000328:Adult; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D020407:Internet; D008297:Male; D040541:Marketing / Q000379:methods; D012306:Risk; D012907:Smoking / Q000009:adverse effects* / Q000523:psychology; D013334:Students / Q000523:psychology*; D011795:Surveys and Questionnaires; D013638:Tars / Q000032:analysis / Q000633:toxicity; D019460:Tobacco Industry; D014495:Universities
D013638:Tars; C024746:tobacco tar