The effect of smoking cues in antismoking advertisements on smoking urge and psychophysiological reactions.

INTRODUCTION Studies have found that smoking-related cues elicit smoking urges in addicted smokers. This work presents the first cue-reactivity study in the context of antismoking advertisements. METHODS Using a two (no cue vs. smoking cue) by two (high vs. low argument strength) mixed design, we tested the hypothesis that smoking cues presented in antismoking advertisements elicit smoking urges. The study tested 96 adult smokers using both self-reported and psychophysiological measures of smoking urge. It also explored gender differences during the urge elicitation. RESULTS Smoking cues in antismoking advertisements elicited smoking urges in the weak argument condition. DISCUSSION Antismoking advertisements with smoking cues and weak antismoking arguments could produce boomerang effects on smokers through urge elicitation.