Social norms modulate asymmetric effects of group opinions on cue-induced smoking craving

Abstract

The social environment is an important predictor of smoking behavior. However, it remains unknown if social factors shape beliefs about whether certain cues trigger their urge to smoke, known as cue-induced smoking craving. Across two studies (total N = 300), we investigated whether group opinions influence cue-induced smoking craving in current- and past-smokers. Individuals rated their level of craving for each presented image, followed by exposure to group opinions. In Study 1, we found that individuals’ smoking craving shifted in response to group opinions, with stronger conformity to lower group opinions compared with equal or higher group opinions. Study 2, a pre-registered follow-up study, replicated these findings and further demonstrated that biased social norms modulate the degree of social influence on smoking craving. Specifically, individuals conformed more to low group opinions when biased social norms favored low ratings, and to high group opinions when norms favored high ratings. Our data demonstrate that group opinions can influence cue-induced smoking craving, highlighting the pivotal role of the social environment in shaping smoking-related beliefs and, consequently, smoking behavior.