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We used eye-tracking to examine smokers' visual attention in one of 4 antismoking ad contexts (alone, next to cigarette ad, tobacco display, or cooler). Participants viewed 4 ad types (graphic, intended emotive, and benefits of quitting-graphic ads, and benefits of quitting-informational ads), each with 3 areas of interest (AOI) (anti-ad image, anti-ad text, and other text).

Smokers' Attention to Point-of-Sale Antismoking Ads: An Eye-tracking Study