['actual', 'smokers', 'on', 'videotape;', 'nonverbal', 'cues', 'may', 'be', 'especially', 'important', 'for', 'confirming', 'ad-induced', 'hypotheses', 'that', 'smokers', 'are', 'sexy', 'and', 'cool.', 'However,', 'subjects', 'did', 'interpret', 'the', 'information', 'about', 'the', 'smoker', 'more', 'positively,', 'despite', 'the', 'fact', 'that', 'only', 'verbal', 'information', 'was', 'provided.', 'Yet', 'another', 'reason', 'for', 'the', 'weak', 'effects', 'of', 'the', 'cigarette', 'ads', 'on', 'judgments', 'may', 'be', 'these', 'ads', 'featured', 'familiar', 'brands', 'that,', 'relative', 'to', 'others', 'in', 'the', 'product', 'category,', 'are', 'quite', 'heavily', 'promoted.', 'According', 'to', 'Arbitron,', 'Newport', 'was', 'the', 'second', 'most', 'heavily', 'advertised', 'cigarette', 'brand', 'in', 'the', 'U.S.', 'in', '1992,', 'with', '$36', 'million', 'in', 'media', 'expenditures;', 'Camel', 'was', 'fourth,', 'spending', '$23', 'million;', 'Virginia', 'Slims', 'was', 'fifth,', 'spending', '$19', 'million.', 'Also,', 'the', 'ada', 'themselves', 'were', 'typical', 'of', 'ongoing', 'campaigns', 'for', 'the', 'brands.', 'We', 'were', 'motivated', 'to', 'use', 'such', 'ads', 'in', 'our', 'study', 'because', 'we', 'wanted', 'our', 'results', 'to', 'have', 'high', 'external', 'validity.', 'However,', 'it', 'is', 'conceivable', 'that', 'brand', 'and', 'ad', 'theme', 'familiarity', 'caused', 'our', 'subjects', 'to', 'pay', 'somewhat', 'less', 'attention', 'to', 'the', 'cigarette', 'ads,', 'particularly', '‘relative', 'to', 'the', 'anti-smoking', 'ads.', 'Our', 'pretest', 'results', 'provide', 'no', 'indication', 'this', 'occurred:', 'Subjects', 'exhibited', 'roughly', 'equal', 'recall', 'of', 'the', 'cigarette', 'and', 'anti-smoking', 'ads', 'in', 'the', 'mockup', 'magazine.', 'Nonetheless,', 'in', 'future', 'research,', 'by', 'way', 'of', 'comparison,', 'it', 'may', 'be', 'informative', 'to', 'use', 'novel', 'cigarette', 'ads', '(e.g.,', 'from', 'other', 'countries', 'or', 'for', 'low', 'share', 'brands).', 'Perhaps', 'the', 'most', 'likely', 'explanation', 'for', 'why', 'the', 'cigarette', 'ads', 'affected', 'thoughts', 'about', 'the', 'smoker,', 'but', 'not', 'judgments,', 'is', 'that', 'subjects', 'needed', 'to', 'be', 'exposed', 'to', 'more', 'than', 'three', 'cigarette', 'ads,', 'given', 'that', 'those', 'particular', 'ads', 'were', 'quite', 'counter-attitudinal.', 'More', 'frequent', 'ad', 'exposures', 'may', 'have', 'affected', 'not', 'only', 'subjects’', 'thoughts', 'or', 'speculations', 'about', 'smokers', '(assimilation)', 'but', 'also', 'their', 'judgments', 'or', 'beliefs', 'about', 'such', 'individuals', '(accommodation).', 'In', 'our', 'study,', 'we', 'tried', 'to', 'compensate', 'for', 'the', 'relatively', 'low', 'ad', 'frequency', '(necessitated', 'by', 'ethical', 'concerns)', 'by', 'measuring', 'the', 'ad', 'effects', 'in', 'close', 'proximity', 'to', 'ad', '26', 'S€9Z', 'BS9STS', ' ', ' ', ' ']