Elsevier

Addictive Behaviors

Volume 26, Issue 3, May–June 2001, Pages 447-452
Addictive Behaviors

Brief report
Persistent effects of a message counter-marketing light cigarettes: Results of a randomized controlled trial

https://doi.org/10.1016/S0306-4603(00)00111-8Get rights and content

Abstract

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.

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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