THE ROLE OF COGNITIVE-FACTORS IN CUE REACTIVITY - EXTINCTION ON DEMAND

Cue reactivity measures have become common in addictions research for their apparent objectivity. We used an analog paradigm to examine whet her such measures are subject to impression management. Students with conditioned reactions of salivation to the sight and smell of a lemon were assigned to a control group, an experimental group asked to reduc e salivation, or an experimental group asked to reduce salivation and promised a reward if successful. Both experimental groups reduced sali vation more than the control group; the group rewarded for reduction r educed salivation more than the group that was only asked to do so. Th is suggests that cue reactivity measures can be manipulated by researc h participants or clients in treatment. Suggestions for research and i mplications for treatment are addressed. (C) 1998 Elsevier Science Ltd .