Brief reportPersistent effects of a message counter-marketing light cigarettes: Results of a randomized controlled trial
Section snippets
Methods
The detailed methods for the exposure to the message can be found in Kozlowski et al. (1999). In brief, random-digit-dialing, computer-assisted telephone interviews were done, screening to find self-reported daily smokers of Light cigarettes. In the follow-up, the budget did not permit elaborate tracking procedures. Basically, if the respondent was not to be found at the prior phone number, we went no further. The follow-up rate was equivalent for the two groups: 181 of 401 (45%) in the Message
Results
The second interview took place 7 months on average (S.D.=0.5, range=6–9.5 months) after the first interview. There were no differences in sex, age, or years of education between the two groups. Overall, 40% were female, average age was 40 (S.D.=14), average years of education was 13 (S.D.=2). Younger people were somewhat less likely to be interviewed the second time: mean age at Interview 1 was 37; just 7 months later at Interview 2, mean age was 40 (P=.005).
Multivariate effects
In regression analyses controlling for age, sex, and level of education, having heard the message was a significant predictor of saying that Light cigarettes were less likely to cause health problems (β=0.216, P=.03) and that some cigarettes are less risky than others (β=0.173, P=.006). Similarly, when controlling for the same variables, being in the message group also predicted reporting that one Light cigarette was equal to one Regular cigarette (β=0.234, P=.0003). Hearing the message was not
Discussion
We found that this anti-Light message had effects on knowledge about Light cigarettes and desire to quit smoking over 6–9 months. Although “demand characteristics” could explain these results immediately following the playing of the message, it is unlikely that “demand” can explain the effects several months later. The most likely mechanism for the long-term effects is that smokers found the information very important to them (Petty & Krosnick, 1995).
Although there were no effects on quitting
Acknowledgements
This study was supported by subcontract number ATPM/CDC TS257-13/13 under a cooperative agreement between the Association of Teachers of Preventive Medicine and the Centers for Disease Control and Prevention. Christine Sweeney and Janine Pillitteri offered assistance in data management and preliminary work on this project.
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2016, Drug and Alcohol DependenceCitation Excerpt :Further, in 2006, the U.S. District Court ordered the use of corrective statements in advertising and promotion to correct past deceptive practices of the tobacco companies and to enhance knowledge among consumers (Smith et al., 2011; U.S. District Court DC. U.S. v. Philip Morris USA, 2006). Few studies have investigated the effects of counter-advertising and corrective messages on risk perception of cigarette products (Biener et al., 2007; Kozlowski et al., 2001, 1999, 2000; Shiffman et al., 2001; Strasser et al., 2008; Tangari et al., 2010). Some studies demonstrated that counter-marketing ads on TV (Kozlowski et al., 2000) and radio (Kozlowski et al., 2001, 1999) can improve the risk perception of light cigarettes, and that corrective print advertisements can influence consumers’ beliefs about smoking (Tangari et al., 2010).
Graphic-enhanced information improves perceived risks of cigar smoking
2011, Addictive BehaviorsCitation Excerpt :Knowledge acquired from accurate, succinct statements of smoking risk have been retained up to 9 months later (Kozlowski, Palmer, Stine, Strasser, & Yost, 2001). Counter marketing the risks of tobacco products marketed as harm-reducing has been effective in tobacco control, notably with light cigarette labeling (Kozlowski et al., 2001), and filter ventilation risks (Kozlowski, Yost, Stine, & Celebucki, 2000). Possibly an efficiently and effectively conveyed warning about cigars, that addresses little cigars and cigarillos, could improve risk understanding and reduce the severity of this emerging health threat (Symm, Morgan, Blackshear, & Tinsley, 2005).
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2020, Tobacco Regulatory ScienceComparative responses to radio and television anti-smoking advertisements to encourage smoking cessation
2010, Health Promotion International
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Now at the University of Texas Health Science Center, San Antonio, TX.