O'Connor Richard J, Ashare Rebecca L, Fix Brian V, Hawk Larry W, Cummings K Michael, Schmidt William C
Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY 14263, USA.
Am J Health Behav. 2007 Jul-Aug;31(4):402-10. doi: 10.5555/ajhb.2007.31.4.402.
To determine positive and negative beliefs about light cigarettes and potential reduced exposure products (PREPs) among college student smokers and non-smokers.
A web-based survey conducted in October-November 2004 among 424 students rating 5 advertisements for cigarette brands (Marlboro Red, Light, and Ultralight; Quest; Eclipse) on 28 items tapping positive and negative product expectancies.
Marlboro Light and Ultralight were rated more positively and less negatively than their Red counterpart. PREPs showed low positive and negative ratings relative to Marlboro Light. Positive expectancies were significantly related to willingness to try each brand.
Advertising plays a role in influencing how college students view light and PREP cigarette brands.
确定大学生吸烟者和非吸烟者对淡味香烟及潜在减害产品（PREPs）的正面和负面看法。
2004年10月至11月对424名学生进行了一项基于网络的调查，让他们对5个香烟品牌（万宝路红烟、淡味烟和超淡味烟；探索者；日蚀）的广告在28个涉及产品正面和负面预期的项目上进行评分。
与万宝路红烟相比，万宝路淡味烟和超淡味烟的正面评分更高，负面评分更低。与万宝路淡味烟相比，减害产品的正负评分都较低。正面预期与尝试每个品牌的意愿显著相关。
广告在影响大学生对淡味香烟和减害香烟品牌的看法方面发挥着作用。
