Key result
Smoking Natural American Spirit is linked to ~16-fold higher odds of believing it is less harmful.
Why the study?
Changes in smokers' preference for Natural American Spirit cigarettes and their perceptions of harm relative to other brands were not well described over time.
Cohort
Odds Ratio: 16
Smokers of Natural American Spirit cigarettes have persistently higher odds of believing their brand is less harmful than other brands, highlighting the impact of cigarette marketing on harm perceptions.
NAS smokers' elevated harm misperceptions warrant clinician inquiry; leaves open whether marketing restrictions alter beliefs.
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Axel Preßler (2013) conducted a cohort in Smokers. Natural American Spirit (NAS) cigarettes vs. Non-NAS cigarettes was evaluated on Belief that one's own brand might be less harmful than other brands (OR 16). The odds of believing their own cigarette brand is less harmful were 16 times higher for Natural American Spirit smokers compared with non-NAS smokers.
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