title: College students' expectancies for light cigarettes and potential reduced exposure products.
abstract: 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.
authors.affiliation: Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY 14263, USA. Richard.Oconnor@roswellpark.org
authors.forename: Richard J
authors.initials: RJ
authors.lastname: O'Connor
authors.forename: Rebecca L
authors.initials: RL
authors.lastname: Ashare
authors.forename: Brian V
authors.initials: BV
authors.lastname: Fix
authors.forename: Larry W
authors.initials: LW
authors.lastname: Hawk
authors.forename: K Michael
authors.initials: KM
authors.lastname: Cummings
authors.forename: William C
authors.initials: WC
authors.lastname: Schmidt
mesh_terms: 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
chemical_list: D013638:Tars; C024746:tobacco tar