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Following the PHS Report on smoking and health, a panel study of 128 college students was conducted, with questionnaires administered 2, 4, and 12 wk. after the Report appeared. Data were obtained on smoking behavior, recall and evaluation of the contents of the Report, perceptions of the personal relevance of health threats from smoking, satisfactions derived from smoking and expected benefits from quitting. Restrictions in the data obtained prevented a test of the prediction that a specified combination of beliefs would lead to a given behavioral change. The data partially confirmed predicted belief differences between those who continued to smoke, those who resumed smoking, and non-smokers. Neither the level of, nor changes in, reported satisfactions from smoking and benefits expected from quitting seemed to be used as means for dissonance reduction. However, smokers, as compared with non-smokers, became less accurate in recalling the content of the Report, and evaluated the Report less favorably. Smokers appeared to accept the possibility of personal harm from smoking but believed they could quit if they decided to do so. An intention to quit apparently helped some smokers tolerate the disturbing discrepancy between their beliefs and their behavior.