Some comments on the failure of behavior therapy as a technique for modifying cigarette smoking

Attributes the failure of behavior therapy for smokers to 2 factors: 1st, the inadequacy of external contingencies, and 2nd, the lack of effect of aversive control. Smokers find it easy to return to smoking once they are outside the therapeutic situation. Data from a role-playing experiment are interpreted to signify that positive reinforcements for refraining from smoking might be more successful than aversive controls in changing smoking behavior. Neither of A. R. Marston and R. M. McFall's (see PA, Vol. 46:Issue 2) experimental groups showed greater reduction in smoking than their control groups. This was attributed to the weakness of aversive control for the "stimulus satiation" group which was instructed to smoke 3 cigarettes in rapid succession each time a cigarette was desired. For a "hierarchical reduction" condition in which cigarettes desired least were eliminated, it was proposed that cutting down by eliminating undesired cigarettes might strengthen rather than weaken smoking, since its rewards are, if anything, increased.