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Most obviously, it could be used to practise and establish alternative reactions to smoking cues. The first step in treatment development is to show that VR environments can trigger sufficient cravings in smokers. We evaluated a new VR public house outdoor scenario with 100 individuals who smoked daily. Participants were randomly assigned to the VR scenario with smoking cues or a neutral experience in VR. The VR experiences were presented in a standalone VR headset. Before and after VR, we collected self-reported craving scores for cigarettes and alcohol using the Tobacco Craving Questionnaire (TCQ) and visual analogue scales (VAS). Physiological data were also collected. Compared to the neutral condition, exposure to the smoking cues led to a large increase in craving for a cigarette (TCQ \u03b2\u2009=\u200911.44, p\u2009&lt;\u20090.0001, Cohen\u2019s d\u2009=\u20091.10) and also a moderate increase in craving for alcohol <jats:inline-formula><jats:alternatives><jats:tex-math>$$(\\upbeta =0.7,\\text{ p}=0.017,\\text{ d}=0.50)$$<\/jats:tex-math><mml:math xmlns:mml=\"http:\/\/www.w3.org\/1998\/Math\/MathML\">\n                  <mml:mrow>\n                    <mml:mo>(<\/mml:mo>\n                    <mml:mi>\u03b2<\/mml:mi>\n                    <mml:mo>=<\/mml:mo>\n                    <mml:mn>0.7<\/mml:mn>\n                    <mml:mo>,<\/mml:mo>\n                    <mml:mspace\/>\n                    <mml:mtext>p<\/mml:mtext>\n                    <mml:mo>=<\/mml:mo>\n                    <mml:mn>0.017<\/mml:mn>\n                    <mml:mo>,<\/mml:mo>\n                    <mml:mspace\/>\n                    <mml:mtext>d<\/mml:mtext>\n                    <mml:mo>=<\/mml:mo>\n                    <mml:mn>0.50<\/mml:mn>\n                    <mml:mo>)<\/mml:mo>\n                  <\/mml:mrow>\n                <\/mml:math><\/jats:alternatives><\/jats:inline-formula>. There were no significant physiological differences between the two conditions. These results provide good evidence that VR experiences can elicit strong craving for cigarettes. The programming can be part of developing a new VR cognitive therapy to help people reduce smoking.<\/jats:p>","DOI":"10.1038\/s41598-024-70113-2","type":"journal-article","created":{"date-parts":[[2024,8,23]],"date-time":"2024-08-23T08:14:52Z","timestamp":1724400892000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["A randomized controlled experiment testing the use of virtual reality to trigger cigarette craving in people who smoke"],"prefix":"10.1038","volume":"14","author":[{"given":"Aitor","family":"Rovira","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sin\u00e9ad","family":"Lambe","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Helen","family":"Beckwith","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Memoona","family":"Ahmed","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Felicity","family":"Hudson","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Phoebe","family":"Haynes","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chun-Jou","family":"Yu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kira","family":"Williams","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Simone","family":"Saidel","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ellen","family":"Iredale","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sapphira","family":"McBride","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Felicity","family":"Waite","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xueni","family":"Pan","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Daniel","family":"Freeman","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2024,8,21]]},"reference":[{"issue":"5","key":"70113_CR1","doi-asserted-by":"publisher","first-page":"657","DOI":"10.1016\/0306-4603(95)00029-C","volume":"20","author":"A Droungas","year":"1995","unstructured":"Droungas, A., Ehrman, R. 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