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Increased smoking by attractive celebrities in films may be one source of influence on young people's increased smoking behavior. Theories of observational learning and cognitive scripting suggest that actions and perceptions may be influenced by viewing behaviors of attractive models and that observers may be more likely to imitate the observed behaviors when they are in specific contexts similar to the ones viewed. We investigated the effects of viewing characters either smoking or not smoking while having either positive or negative experiences on participants' perceptions of the characters, smoking urge, and intentions to smoke. We found that viewing characters smoking in negative scenes decreased likelihood of smoking for participants. Females were more likely than males to report a likelihood to smoke after viewing negative scenes, regardless of whether characters smoked. Female regular smokers were more likely to smoke in negative scenarios than in positive scenarios, and male occasional smokers and nonsmokers were more likely to smoke in positive scenarios than negative scenarios. / Department of Psychological Science