Purpose To quantify the persistence of pro-smoking media exposure effects on college students’ motives to smoke cigarettes and smoking cigarettes refusal self-efficacy. (0.56; 95% self-confidence period [CI]: [0.26 0.87 and steadily decreased ( UPF 1069 then?0.12; UPF 1069 95% CI: [?0.19 ?0.05]) every day for seven days even though smoking cigarettes refusal self-efficacy immediately decreased (?0.42; 95% CI: [?0.75 ?0.10]) and steadily increased (0.09; 95% CI: [0.02 0.16 each full day for 7 times. Daily changes taking place after seven days weren’t statistically significant recommending that smoking cigarettes motives and refusal self-efficacy got stabilized and had been no longer suffering from pro-smoking mass media publicity. Conclusions Exposures to pro-smoking mass media may have solid implications for rising young adults smoking cigarettes risk as the influence of a person exposure seems to persist for at least weekly. contact with pro-smoking mass media increases youthful adults’ threat of upcoming smoking 4. Regarding to cognitive cultural learning and decision-making ideas cognitive and affective elements are engaged during exposure hence creating the susceptibility to smoke cigarettes when a chance to do so develops.3 5 Implicit in these theories may be the notion that the consequences of pro-smoking mass media on attitudes and beliefs persist and conceivably accumulate as time passes. Specifically since there is ordinarily a lag between contact with pro-smoking mass media and the chance to smoke the consequences of pro-smoking mass media publicity must persist beyond as soon as of exposure if they’re to possess implications for whether cigarette smoking actually takes place. To time no studies have got directly confirmed the persistence of pro-smoking media’s effect on the behaviour and beliefs considered to mediate the result of pro-smoking mass media on behavior. UPF 1069 Many experimental studies show a causal aftereffect of pro-smoking mass media (e.g. portrayals of smoking cigarettes in movies newspaper advertisements) on behaviour and beliefs directly following exposure. 9-12 These experimental studies are important because they provide compelling evidence that attitudes and beliefs are in fact engaged at the time of exposure to pro-smoking media. They provide no indication however of how long these exposure effects persist. Moreover these studies expose participants to pro-smoking media in the artificial context of the laboratory and thus lack ecological validity. Prospective correlational field studies that measure prior exposure to pro-smoking media at baseline DEPC-1 and link that exposure to attitudes and beliefs measured at follow-up provide evidence that is consistent with the idea that exposure creates an enduring susceptibility to smoke.13-15 However these studies which typically measure changes in youths’ attitudes and beliefs several months after their exposure to pro-smoking media assume rather than demonstrate the endurance of pro-smoking media’s effects on these hypothetical UPF 1069 mediators. Demonstrating the persistence of pro-smoking media effects requires repeated measurement of the attitudes and beliefs thought to be engaged by these media. Ideally these measurements should begin directly following exposure to pro-smoking media and be repeated at frequent intervals thereafter. Ecological Momentary Assessment (EMA) methods are well-suited to providing precisely these kinds of data.16 17 EMA solicits data from respondents at the time of exposure and in real world contexts in which they naturally encounter pro-smoking media providing repeated sensitive and ecologically valid assessment of UPF 1069 cognitive processes engaged by media. We have used EMA to examine exposure outlets and changes in college students’ future smoking risk as a function of their exposure to a variety of pro-smoking media. In UPF 1069 prior papers we reported that nearly 66% of encounters of pro-smoking media occurred at point-of-sale locations (33% at convenience stores 25 at outside or windows stores/gas stations 7 at grocery or tobacco stores) 20 via exposure in movies and on TV and the remaining 14% occurring at bars/restaurants in periodicals on the web and on various other mass media outlet stores. We also showed that learners’ upcoming smoking cigarettes risk was higher in occasions directly following contact with pro-smoking mass media than at arbitrarily sampled occasions of non-exposure.18 19 those findings are expanded by This paper by analyzing the duration of the publicity results. Specifically we evaluated the persistence of pro-smoking mass media exposure results on college learners’ motives to smoke cigarettes and.