Table 4.

Endorsement of Beliefs Indicative of Being Misled by Format, by Age Group (N = 4228 for items asked of all participants; N = 2904 adults, N = 1324 youth. N = 2930 for items asked of current cigarette users only; N = 2385 adults, N = 545 youth).

Item	Age group	% endorsement of misleading beliefs by format
		1 bar	2 spaghetti	3 smoke	4 table	5 infographic	6 wildcard
Beliefs that HPHC quantity substantially affects risk
If a person who smokes cigarettes can’t quit, they should switch to a brand with fewer chemicals.	Overall	73.5	69.6	69.0	71.6	71.1	70.6
	Adult	71.9	68.0	71.2	73.4	71.6	68.9
	Youth	76.9	73.4	64.2	68.1	69.9	74.4
It’s much safer to smoke cigarettes with fewer chemicals.	Overall	55.3	53.9	54.3	54.2	56.7	56.1
	Adult	55.0	53.6	56.9	55.0	58.2	54.6
	Youth	56.1	54.6	48.4	52.6	53.4	59.4
A cigarette is much safer to smoke if it has less arsenic than other cigarettes.	Overall	51.6	51.3	52.0	50.1	52.3	52.3
	Adult	52.9	53.4	54.0	52.4	53.9	52.4
	Youth	48.9	46.8	47.4	45.3	48.9	52.1
A cigarette is much safer to smoke if it has less crotonaldehyde than other cigarettes.	Overall	50.8	51.1	49.0	48.1	51.6	51.0
	Adult	49.4	51.1	50.5	48.2	53.5	49.9
	Youth	53.9	50.9	45.6	47.8	47.5	53.4
A cigarette is much safer to smoke if it has less 4-aminobiphenyl than other cigarettes.	Overall	52.3	47.8	46.2	48.1	48.8	48.0
	Adult	52.1	48.1	47.9	47.4	49.4	48.3
	Youth	52.9	47.3	42.3	49.6	47.5	47.5
Beliefs that brands vary in risk
Some cigarette brands are much more harmful to smoke than others.	Overall	70.9	67.8	67.8	68.1	71.6	68.3
	Adult	69.6	65.7	66.9	66.6	70.0	66.8
	Youth	73.8	72.5	69.8	71.1	75.3	71.7
If a website had information like this for all cigarette brands, I would use it to see which cigarettes are safer than others.	Overall	66.2	65.5	67.6	66.0	66.0	66.9
	Adult	64.9	64.7	67.7	64.9	67.9	65.2
	Youth	69.2	67.4	67.4	68.1	61.6	70.8
Evidence of making comparisons with incomplete data
My brand of cigarettes is probably safer than Durham.a	Overall	47.6	45.9	48.7	50.5	49.0	47.7
	Adult	45.5	43.5	47.6	50.9	46.5	46.6
	Youth	55.8	56.7	53.6	48.9	60.2	52.8
My brand of cigarettes has fewer chemicals than Durham.a	Overall	44.8	46.3	50.3	49.5	46.3	48.8
	Adult	42.5	41.7	48.4	49.1	44.3	48.1
	Youth	53.9	66.7	59.5	51.1	55.7	51.7
Perceptions that smoking is less dangerous
Reading this information about cigarettes makes me less likely to quit smoking.a	Overall	40.7	43.6	44.1	44.5	45.5	41.7
	Adult	39.3	41.7	43.6	43.8	43.8	40.7
	Youth	46.2	52.2	46.4	47.7	53.4	46.2
After viewing this information about cigarettes, I now feel that smoking is less dangerous.	Overall	29.2	28.9	30.8	31.5	32.3	33.2
	Adult	32.0	30.2	33.1	34.0	34.2	35.1
	Youth	23.1	26.2	25.6	26.3	28.3	29.2
How harmful are Durham cigarettes (the cigarettes described)?	Overall	22.6	20.6	23.3	22.4	23.0	22.7
	Adult	26.2	22.2	26.6	24.7	24.5	27.0
	Youth	14.5	17.0	15.8	17.7	19.6	13.2
It’s safer to smoke Durham cigarettes than most other cigarettes.	Overall	31.6	28.4	33.0	32.6	33.5	32.5
	Adult	32.9	28.3	34.2	33.2	33.5	33.6
	Youth	29.0	28.4	30.2	31.5	33.3	30.1
Durham cigarettes have fewer chemicals than other cigarettes.	Overall	40.1	33.5	37.5	36.6	38.7	35.7
	Adult	32.9	28.3	34.2	33.2	33.5	33.6
	Youth	29.0	28.4	30.2	31.5	33.3	30.1

Note: Endorsement indicated by responding “Strongly Agree” or “Agree” on a 5-point scale for all belief items except “How harmful are Durham cigarettes (the cigarettes described)?”, for which endorsement was indicated by responding “Not at all harmful” or “A little harmful” on a 4-point scale.

^aAsked of current cigarette users only.