Some Potential Negative Social Consequences of Cigarette Smoking: Marketing Research in Reverse1

The effects of cigarette smoking on first impressions were examined in an interlocking series of studies. Provided college students evaluated peers who were neither extremely attractive nor unattractive, smoking typically reduced the positivity of evaluations regardless of participants' smoking. Targets photographed with smoking material were rated, for example, to be less considerate, calm, disciplined, honest, healthy, well‐mannered, and happy than when smoking material was absent. Replication with apparently older participants evaluating college students did not reveal smoking to influence ratings strongly. Further replication did not reveal smoking material simply to influence college students' ratings of an attractive professional model. These results were compared with earlier studies of the effects of cigarette smoking on interpersonal evaluation and an educational unit for deterring smoking was discussed.