TY - JOUR
T1 - Massachusetts' advertising against light cigarettes appears to change beliefs and behavior
AU - Kozlowski, Lynn T.
AU - Yost, Berwood
AU - Stine, Michele M.
AU - Celebucki, Carolyn
N1 - Funding Information:
Data collection for this project was supported by funding from the Massachusetts Department of Public Health. Thanks go to Andrew Strasser for assistance with data management. For information on using these ads, contact John Carroll (301-231-7537, x 234, Fax: 301-984-8527), Resource Center, Cygnus Corporation, 5640 Nicholson Lane, Suite 300, Rockville, MD, 20852.
PY - 2000/5
Y1 - 2000/5
N2 - Objectives: This study examined the effects of advertising directed against light cigarettes (lights). Methods: In a quasi-experimental post-test-only design, smokers and ex-smokers (≤1 year) in Massachusetts (MASS) (N=500) and the continental United States (U.S.) (N=501) took part in random-digit dialing telephone interviews. We used multiple logistic regression analyses to control for gender, education, and age effects. Results: Compared with the U.S., the MASS sample contained more, recent ex-smokers (10% vs. 7% in the U.S.) and more smokers of higher tar cigarettes (44% vs. 35% smokers of regular cigarettes); more U.S. respondents thought lights had at least a slim chance of reducing the risk of health problems (49% vs. 32%). Within MASS, smokers who saw anti-light ads were less likely to think lights decreased the risk of health problems (26% vs. 44%) and more likely to know of filter vents (64% vs. 47%). These effects remained statistically reliable after adjusting for confounders. Conclusions: Amidst extensive anti-smoking efforts, the MASS campaign to counter-market light cigarettes appears to promote smoking cessation and to inform smokers of the risks of light cigarettes. Further counter-marketing efforts should be encouraged. Copyright (C) 2000 American Journal of Preventive Medicine.
AB - Objectives: This study examined the effects of advertising directed against light cigarettes (lights). Methods: In a quasi-experimental post-test-only design, smokers and ex-smokers (≤1 year) in Massachusetts (MASS) (N=500) and the continental United States (U.S.) (N=501) took part in random-digit dialing telephone interviews. We used multiple logistic regression analyses to control for gender, education, and age effects. Results: Compared with the U.S., the MASS sample contained more, recent ex-smokers (10% vs. 7% in the U.S.) and more smokers of higher tar cigarettes (44% vs. 35% smokers of regular cigarettes); more U.S. respondents thought lights had at least a slim chance of reducing the risk of health problems (49% vs. 32%). Within MASS, smokers who saw anti-light ads were less likely to think lights decreased the risk of health problems (26% vs. 44%) and more likely to know of filter vents (64% vs. 47%). These effects remained statistically reliable after adjusting for confounders. Conclusions: Amidst extensive anti-smoking efforts, the MASS campaign to counter-market light cigarettes appears to promote smoking cessation and to inform smokers of the risks of light cigarettes. Further counter-marketing efforts should be encouraged. Copyright (C) 2000 American Journal of Preventive Medicine.
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U2 - 10.1016/S0749-3797(00)00125-2
DO - 10.1016/S0749-3797(00)00125-2
M3 - Review article
C2 - 10788738
AN - SCOPUS:0034102103
SN - 0749-3797
VL - 18
SP - 339
EP - 342
JO - American Journal of Preventive Medicine
JF - American Journal of Preventive Medicine
IS - 4
ER -
