Tobacco Documents Online

California Anti-Smoking Campaign: Survey Research Areas to be Explored: Smokers Non-Smokers Awareness of the campaign Awareness of the campaign Recall of executions Recall of executions - unaided - unaided - aided - aided - proven - specific elements - proven Likes and dislikes of executions Likes and dislikes Attitudinal impact Attitudinal impact - self as smoker - towards smokers - towards smoking - towards smoking - towards cigarette companies - towards cigt. co's. Behavioral impact Behavioral impact - changes in amount smoked - changes in approval/ - changes in smoking occasions disapproval of smkg. - changes in social pressure - changes in social sensed pressure exerted

California Anti-Smoking Campaign: Survey Research Draft of Questionnaire Hello, this is (your name) calling from Tab and Crunch Research in Modesto, California. I'd like to ask you a few questions about your television viewing habits. This interview should only last a few minutes. Non-Smokers Only: Have you participated in a survey or opinion poll any time during the past three months? Yes (Tally and terminate) No (Continue) Are you employed by an advertising agency, or in the areas of marketing or market research? Yes (Tally and terminate) No (Continue) Approximately how many hours of television do you watch each week? 0-4 5-8 9-12 13-16 17-20 21 or more (If respondent volunteered "none" or "zero", tally and terminate) Do you remember seeing any public service announcements during the past two months? (If necessary, probe:) These are commercials that address environmental, safety or health issues and are not presented by private companies or corporations. Yes No (If Yes) Which PSA's do you remember seeing?

Draft of Questionnaire (continued): (If Anti-Smoking or Anti-Tobacco/Cigarette Company, ask:) You said that you remember seeing an anti-smoking announcement. What specific things do you remember about this announcement? Overall, would you say that you liked or disliked the announcement? Liked Disliked Now I'm going to read you a list of statements. Please tell me whether you agree strongly, agree somewhat, neither agree nor disagree, disagree somewhat, or disagree strongly with each statement that I read. (Ask smokers only) As a result of this anti-smoking announcement and others like it, I am trying to cut down the number of cigarettes I smoke. As a result of this announcement and others like it, I'm planning to quit smoking. As a result of announcements like this, I've become increasingly unhappy with the fact that I smoke. I've noticed recently that my friends and relatives have been putting more pressure on me to quit smoking. These announcements have lowered my opinion of cigarette companies. As a result of seeing this announcement, I've reduced the number of cigarettes I smoke. After seeing this announcement and others like it, I've changed the places where I smoke.

Draft of Questionnaire (continued): These announcements have led me to change the times when I smoke. Strangers seem to be giving me more dirty looks when I light up a cigarette. Strangers have been making more nasty comments when I light up a cigarette. A lot oif people I know have been talking about this new public service campaign. (Ask non-smokers only) As a result of this announcement and others like it, I've developed a lower opinion of people who smoke. This announcement and others like it have made me more willing to ask strangers to put out their cigarettes. Recently, I've been putting more pressure on my friends and relatives to quit smoking. This announcement has lowered my opinion of cigarette companies.