Thus, we modeled exposure to movie smoking as presence versus absence of movie smoking. Figure 1. Box plots showing median and interquartile range for urge to smoke for smokers exposed to no movie smoking versus three ��doses�� of movie smoking. Association between movie smoking and urge to smoke Figure 2 illustrates the crude association this website between presence of movie smoking and craving, with the box plots showing median and interquartile range for urge to smoke by movie smoking and FSK rating. There is no figure for FSK 6 movies because none of them contained smoking. Within each rating category, the presence of movie smoking was associated with a 1- to 2-point increase in median levels for urge to smoke. The figure suggests that there is a main effect of the presence of movie smoking on urge to smoke, regardless of FSK movie rating.

Figure 2. Box plots showing median and interquartile range for urge to smoke by whether or not the movie contained smoking and FSK rating (FSK rating notes the age below which children will not be admitted to the movie). Multivariate analysis The results for the main effects multivariate analysis are shown in Table 1. With the exception of FSK rating category, which was not significantly associated with urge to smoke, there was a statistically significant crude association with smoking for all the variables including sex, for which females had significantly lower urge to smoke. In the multivariate analysis, sex was no longer statistically significant. All else being equal, the presence of movie smoking was associated with a statistically significant 0.

81-point increase in urge to smoke score. Higher age was associated with less urge to smoke, and both HSI score and time since last cigarette were associated with urge to smoke. To benchmark the size of the movie smoking association, an HSI score of 3 (vs. 0) was associated with a 2-point increase in urge to smoke. Table 1. Association between movie smoking and urge to smoke Discussion This study shows that smokers attending movies that depict smoking have higher urge to smoke when leaving the movie. The magnitude of the effect, about 10% on an urge to smoke scale, is similar to the effects demonstrated by experimental studies in which craving response to smoking images was compared with response to neutral images (Tiffany, Carter, & Singleton, 2000).

For example, in a recent study of the effect of video images on craving, Tong et al. (2007) found that average craving scores for smokers viewing smoking images were 49.5 (on a 100-point craving scale), compared with 39.2 for those viewing neutral images. Although there are other aspects of movies that might be responsible for the finding, because we controlled AV-951 for movie rating, we suggest that the most likely explanation is that smokers responded to visual cues to smoke.