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Related Experiment Video

Updated: May 9, 2026

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Published on: August 28, 2017

Smokers' decision making: more than mere risk taking.

Eyal Ert¹, Eldad Yechiam, Olga Arshavsky

¹Department of Agricultural Economics and Management, Faculty of Agriculture Food and Environment, The Hebrew University of Jerusalem, Rehovot, Israel. eyal.ert@mail.huji.ac.il

|July 12, 2013

Summary

Smokers are more drawn to immediate, high rewards, leading to risky choices. This behavior stems from yielding to temptation, not just seeking rewards.

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Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Published on: September 19, 2012

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Last Updated: May 9, 2026

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

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Published on: August 28, 2017

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Published on: September 19, 2012

Area of Science:

Behavioral Psychology
Neuroscience of Addiction
Public Health Research

Background:

Despite widespread knowledge of smoking's health risks, smoking prevalence remains high.
Prior research links smoking behavior to a general propensity for risk-taking across various life domains.

Purpose of the Study:

To investigate the underlying factors contributing to the association between smoking and risk-taking tendencies.
To determine if smokers' choices are driven by reward pursuit or susceptibility to immediate temptation.

Main Methods:

Experimental analysis comparing smokers and non-smokers.
Utilized the Iowa Gambling Task to assess decision-making in abstract, reward-based scenarios.

Main Results:

Smokers demonstrated a significantly higher susceptibility to immediate, high-reward temptations compared to non-smokers.
The allure of risky options with potentially large payoffs influenced smokers' choices, even in abstract tasks.

Conclusions:

The risk-taking behavior observed in smokers is primarily attributed to an increased tendency to yield to immediate temptations.
Findings suggest that the salience of immediate rewards, rather than a simple pursuit of rewards, drives maladaptive choices in smokers.