Sunitinib c-Kit Figure 2. Interaction between argument strength and smoking cue on heart rate change scores (p < .02). Skin conductance. We did not find any significant main or interaction effects on skin conductance. Summary. Our findings did not support the second hypothesis, according to the approach-based model. Instead, it revealed that smoking cues reduced heart rate in the weak argument condition, which was the same condition in which smoking cues had the strongest impact on smoking urges. Gender differences An overall urge change score was calculated as the difference between urge change during viewing no-cue advertisements and urge change during viewing smoking cue advertisements. A marginally significant effect for this urge change was obtained, F(1, 92) = 3.7, p < .06, partial ��2 = .

04, along with a main effect for gender, F(1, 92) = 7.0, p < .01, partial ��2 = .07, and a significant interaction between gender and smoking cue, F(1, 92) = 5.0, p < .03, partial ��2 = .05. Smoking cues significantly increased urge change only in male smokers, Mno cue = �C0.4, SDno cue = 0.8 vs. Msmk cue = 0.1, SDsmk cue = 0.7, t(51) = 3.1, p = .003. Figure 3 presents the interaction. Figure 3. Gender moderates the impact of smoking cues on smoking urge changes (p < .03). Gender interacted with smoking cues on skin conductance change over baseline, F(1, 82) = 4.7, p < .05, partial ��2 = .05. This effect was due primarily to the decreases in skin conductance for men, although the effect was not significant. Male smokers experienced a larger decrease in skin conductance during viewing smoking cue advertisements, M = �C0.

4, SD = 0.9, compared with viewing no-cue advertisements, M = �C0.1, SD = 0.7, t(48) = 1.8, p < .08, whereas female smokers�� skin conductance reduction was not significantly different while viewing no-cue advertisements, M = �C0.3, SD = 0.6, and smoking cue advertisements, M = �C0.2, SD = 0.8. Gender did not affect participants�� heart rate change during advertisement viewing. Discussion We tested adult smokers�� cue reactivity (cue-elicited smoking urges and psychophysiological responses) to smoking cues presented in antismoking advertisements. Smoking cues in the antismoking advertisements appeared to increase smoking urges and reduce heart rate in response to weak arguments.

This finding suggests that smoking urge may be paired with a reduction rather than an increase in heart rate, reflecting the possibility Dacomitinib of an increased orienting response. In addition, the finding that male smokers who reported the strongest cue-elicited urges also exhibit a weak pattern of reduced skin conductance in response to those cues provides suggestive evidence that elevated smoking urges in response to smoking cues in antismoking advertisements may be linked to reduced skin conductance.