Persistent effects of a message counter-marketing light cigarettes: results of a randomized controlled trial

Addict Behav. 2001 May-Jun;26(3):447-52. doi: 10.1016/s0306-4603(00)00111-8.


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.

Publication types

  • Research Support, Non-U.S. Gov't
  • Research Support, U.S. Gov't, P.H.S.

MeSH terms

  • Adult
  • Advertising*
  • Female
  • Humans
  • Male
  • Middle Aged
  • Persuasive Communication
  • Randomized Controlled Trials as Topic
  • Smoking / psychology*
  • Smoking Cessation / psychology*
  • Smoking Prevention
  • Telephone
  • Time Factors