It’s a shame there aren’t more movies about studying

http://www.sciencedaily.com/releases/2011/01/110118180512.htm

Smoking is an interesting behavior to evaluate; there are no immediate physical benefits to smoking, it is dangerous long-term and yet millions of people continue to light up. The first puff may result from a need to belong with a fellow group of smokers. Moreover, seeing important or well-respected individuals smoking may lead to smoking behaviors. When John Wayne stands triumphant over evil and lights up a cigarette this can result in an increased desire to smoke like the great John Wayne. Tobacco Companies spend millions of dollars in product placement so that we see these actions and want to be just like these desirable targets. Still, if the first puff causes violet coughing, why would anyone take a second puff? Our need to belong might carry a stronger effect on our behavior than the unpleasant coughing. When seeing others in a group smoking, the desire to conform can be very powerful.

Furthermore the effects on our own behavior from witnessing others can be outside our conscious awareness. Goal contagion theory refers to the tendency of an individual to adopt another individual’s behavior through observation. If others are trying to look cool through engaging in risky behaviors, this may become a goal of our own. Bandura, Ross, and Ross (1961) conducted a study which showed that children who observed adults behaving aggressively towards a Bobo doll were more likely to behave aggressively against the same toy Bobo doll. The article shows that even watching a movie that contains smoking can influence smokers to plan to light up.

Finally, temporal discounting may carry a strong effect on individual’s choice to take up smoking. Temporal discounting refers to our tendency to put more weight on immediate consequences over those in the future. The immediate benefit of acceptance from others in a smoking group outweighs the future consequences of lung cancer and emphysema. Combined with many young people’s feelings of invincibility, smoking seems like an easy, although costly decision.