Abstract Adolescents' value images of smokers, ex-smokers, and nonsmokers were investigated in a study of high school graduates. Overall, smokers were seen as being concerned with values related to personal enjoyment and autonomy. In contrast, nonsmokers were perceived as being more conventional, and more concerned with religious, interpersonal, and family values. Images of ex-smokers usually were intermediate, but resembled those of nonsmokers somewhat more than those of smokers. Interestingly, ex-smokers were perceived to place more importance on values relating to accomplishment and self-control than were either smokers or nonsmokers. In general, the value images were consistent among respondents who themselves were smokers, potential smokers, or nonsmokers. However, for a few values smokers and potential smokers had a more favorable image of smokers than did nonsmokers. Interestingly, males and females generally did not differ in their images of smokers, ex-smokers, and nonsmokers. Suggestions for prevention of adolescent smoking based on the value images are discussed.