Figure 1.

(a) Typical desk-mounted eye tracker setup (image from Flickr—https://flic.kr/p/7YWwiE); (b) eye-tracking data from a single participant showing the focus of visual attention when viewing two different cigarette packs (cigarette packs photographed by OMM and branding information blanked out). Unpublished data taken with permission from OMM; (c) typical EEG setup (image with permission from the School of Experimental Psychology, University of Bristol); (d) difference waveforms (ie, responses to health warnings subtracted from responses to control stimuli) illustrating greater emotional response (as measured using the late positive potential) to warnings for nonsmokers versus daily smokers. Data taken with permission from Stothart et al.⁵⁵; (e) typical fMRI setup (image with permission from the School of Experimental Psychology, University of Bristol); and (f) brain activation associated with processing of high emotional reaction (ER) compared with low ER warnings. Data taken with permission from Wang et al.⁶²