Jump to full article: ScienceDaily Magazine, 2008-08-27
Intro: A new study from researchers at the University of Pittsburgh and Carnegie Mellon University sheds light on why smokers' intentions to quit "cold turkey" often fizzle out within days or even hours.
If a smoker isn't yearning for a cigarette when he makes the decision to kick the habit-and most aren't-he isn't able to foresee how he will feel when he's in need of a nicotine buzz. The new study bolsters the theory that smokers not in a state of craving a cigarette will underestimate and underpredict the intensity of their future urge to smoke.
"We have observed previously that the idea of smoking a cigarette becomes increasingly attractive to smokers while they are craving," said the study's lead investigator and University of Pittsburgh professor of psychology Michael Sayette. "This study suggests that when smokers are not craving, they fail to appreciate just how powerful their cravings will be. This lack of insight while not craving may lead them to make decisions-such as choosing to attend a party where there will be lots of smoking-that they may come to regret." . . .
"The research not only has implications for helping smokers quit, but it also enlightens us on how nonsmokers may pick up the habit. If smokers can't appreciate the intensity of their need to smoke when they aren't currently craving, what's the likelihood that people who have never smoked can do so," said Loewenstein. . . .
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* . Exploring the Cold-to-Hot Empathy Gap in Smokers. Psychological Science, September 2008
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