| Objectives. To evaluate if information customized to a smoker's usual brand of cigarettes increased likelihood of utilization of that information, to assess if knowledge levels about cigarettes were higher among smokers exposed to product-specific information, and to estimate if use of the educational materials was related to higher rate of quit attempts and smoking cessation.; Methods. Three telephone focus groups and five in-depth interviews were conducted with smokers from the New York State Smoker's Quitline (NYSSQ) to develop, revise, and refine the product-specific educational materials that were then tested in a randomized experiment. 682 adult callers (18+ years) to the NYSSQ between January and March, 2004 were randomized to one of two intervention arms: the control group received only telephone counseling, a 2-week starter kit of nicotine medication, and standard informational materials; and the intervention group received telephone counseling, a 2-week starter kit of nicotine medication, plus information about specific cigarette characteristics (i.e. filters, low tar, additives, nicotine) and the safety and efficacy of nicotine medications, with a cover targeted to their particular brand and type of cigarette. Participants were called back one month later to assess use of the materials sent to smokers through the mail and to review knowledge and beliefs about product design features (i.e., filter safety, ingredients, risks associated with smoking a low tar cigarette), attempts made to stop smoking, methods used to stop smoking, utilization of the nicotine medication, and current smoking status.; Results. Participants in the intervention group who received the brand-targeted materials were significantly more likely to attend to and be highly engaged in the materials. The intervention group was also more knowledgeable about particular cigarette characteristics compared to the participants in the control group. Participants in the intervention group had significantly greater odds of responding correctly to two questions regarding specific points emphasized in the intervention materials: "Not all tobacco in cigarettes is natural, some of it is actually paper colored to look like tobacco" (odds ratio 1.89, 95% confidence interval 1.33, 2.68), and "While not huge there is a slight health benefit to be gained by switching to a light cigarette (odds ratio 1.63, 95% confidence interval 1.07, 2.48). The intervention materials did not influence quitting behavior; although as predicted, attention to the materials was associated with higher quit rates. (Abstract shortened by UMI.)... |
