Abstract
Recent trends in the United States suggest that by the year 2000, 31% of Americans who do not proceed beyond high school will be smokers, as compared to only 16% of college graduates. Past trends also indicate that less educated smokers have consistently quit at a lower rate than better educated smokers. This is a study of the factors that affect the quit rate of less educated smokers. The results show that less educated smokers tend to be heavier smokers than better educated smokers; they believe less strongly in the positive health consequences of quitting; and they tend to evaluate the positive consequences of quitting less strongly than better educated smokers. Based on these results, antismoking communication strategies aimed at less educated smokers are suggested.
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