Smokers' misperceptions of light and ultra-light cigarettes may keep them smoking

Am J Prev Med. 1998 Jul;15(1):9-16. doi: 10.1016/s0749-3797(98)00004-x.

Abstract

Introduction: This study examined smokers' understanding of the relative tar deliveries of Ultra-light, Light, and Regular cigarettes, reasons for smoking Ultra-light/Light cigarettes, and the likelihood of both quitting smoking and switching to Regular cigarettes if they came to learn that one Ultra-light/Light cigarette gave the same amount of tar as one Regular cigarette.

Design: Ten- to fifteen-minute random-digit-dialed, computer-assisted telephone interviews (CATI) were conducted with both a national probability sample (n = 788) and a state random sample (n = 266) of daily smokers over the age of 18.

Results: Less than 10% of smokers in the national sample and only 14% of smokers in the state sample knew that one Light cigarette could give the same amount of tar as one Regular cigarette. Less than 10% of smokers in the state sample knew that one Ultra-light cigarette could give the same amount of tar as one Regular cigarette. Thirty-two percent of the Light and 26% of the Ultra-light smokers in the national sample, and 27% of Light and 25% of Ultra-light smokers in the state sample, said they would be likely to quit smoking if they learned one Light/Ultra-light equaled one Regular.

Conclusion: Many Light and Ultra-light smokers are smoking these cigarettes to reduce the risks of smoking and/or as a step toward quitting. However, these smokers are unaware that one Ultra-light/Light cigarette can give them the same amount of tar and nicotine as one Regular cigarette. Many of the Ultra-light/Light smokers sampled in this study stated that they would be likely to quit if they knew this information. Mistaken beliefs about low-yield brands are reducing intentions to quit smoking.

Publication types

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

MeSH terms

  • Adult
  • Advertising / standards
  • Behavior, Addictive / psychology
  • Confidence Intervals
  • Female
  • Health Knowledge, Attitudes, Practice*
  • Humans
  • Logistic Models
  • Male
  • Massachusetts / epidemiology
  • Nicotine / administration & dosage*
  • Nicotine / adverse effects
  • Odds Ratio
  • Product Labeling / standards*
  • Sampling Studies
  • Smoking / epidemiology
  • Smoking / psychology*
  • Smoking Cessation / psychology
  • Smoking Cessation / statistics & numerical data
  • Tars* / adverse effects
  • United States / epidemiology

Substances

  • Tars
  • Nicotine