RT Journal Article SR Electronic T1 Exposure to movie smoking, antismoking ads and smoking intensity: an experimental study with a factorial design JF Tobacco Control JO Tob Control FD BMJ Publishing Group Ltd SP tc.2009.030684 DO 10.1136/tc.2009.030684 A1 Zeena Harakeh A1 Rutger C M E Engels A1 Kathleen Vohs A1 Rick B van Baaren A1 James Sargent YR 2009 UL http://tobaccocontrol.bmj.com/content/early/2010/04/14/tc.2009.030684.abstract AB Background This study examines whether smoking portrayal in movies or antismoking advertisements affect smoking intensity among young adults.Methods We conducted an experimental study in which 84 smokers were randomly assigned using a two (no-smoking versus smoking portrayal in the movie) by three (two prosocial ads, two antismoking ads or one of each) factorial design. Participants viewed a 60-minute movie with two commercial breaks and afterwards completed a questionnaire. Smoking during the session was allowed and observed.Results Exposure to the movie with smoking had no effect on smoking intensity. Those who viewed two antismoking ads had significantly lower smoking intensity compared with those who viewed two prosocial ads. There was no interaction between movie smoking and antismoking ads. Baseline CO (carbon monoxide) level had the largest effect on smoking intensity.Conclusion These findings provide further evidence to support antismoking ads placed with movies because of their possible effect on young adult smoking behaviour. However, caution is warranted, because nicotine dependence appears to be the primary predictor of smoking intensity among young adult smokers in this study.