Table 1.

Mean comparisons of beliefs about Quest cigarettes before and after viewing a Quest cigarette advertisement (n = 77).

	Pre-advertisement rating M (SD)	Post-advertisement rating M (SD)	t
Individual belief items
(a) Quest cigarettes are lower in nicotine than regular cigarettes	3.64 (0.79)	4.19 (0.86)	−4.63***
(b) Quest cigarettes are lower in tar than regular cigarettes	3.29 (0.65)	3.31 (0.85)	−0.24
(c) Quest cigarettes are less addictive than regular cigarettes	2.94 (0.50)	3.01 (0.98)	−0.76
(d) Quest cigarettes are less likely to cause cancer than regular cigarettes	2.73 (0.76)	2.53 (0.87)	2.03*
(e) Quest cigarettes have fewer chemicals than regular cigarettes	3.04 (0.60)	3.17 (0.88)	−1.37
(f) Quest cigarettes are healthier than regular cigarettes	2.73 (0.84)	2.99 (0.99)	−2.59*
(g) Quest cigarettes make smoking safer	2.57 (0.85)	2.69 (0.95)	−1.16
(h) Quest cigarettes help people quit smoking	3.10 (0.60)	3.21 (1.13)	−0.84
Cumulative false beliefs (items b–h)	20.39 (3.16)	20.91 (4.57)	−1.36

Note:

^*indicates significance at the p < 0.05 level;

^**= p < 0.01,

^***= p < 0.001