Effects of antismoking advertising--based beliefs on adult smokers' consideration of quitting.

Objectives: We examined whether specific antismoking advertising-based beliefs regarding the addictiveness of smoking, the dangers of environmental tobacco smoke, and the tobacco industry's use of deceptive advertising practices are associated with adult smokers' consideration of quitting. We also assessed whether interactions between such beliefs and having children living in the home were associated with consideration of quitting.

Methods: We used analyses of smokers' responses to a telephone survey conducted after completion of the Wisconsin Anti-Tobacco Media Campaign to test hypotheses associated with our study objectives.

Results: Results indicated that advertising-based beliefs regarding smoking addictiveness and the dangers of environmental tobacco smoke were associated with consideration of quitting. The findings also showed that consideration of quitting was positively affected by the interaction between number of children living at home and advertising-based beliefs about deceptive tobacco industry advertising practices designed to induce people to smoke.

Conclusions: Creating advertisements that target specific antismoking beliefs may be the most effective approach to enhancing consideration of quitting among adult smokers, particularly those with children living at home.