The current research aims to explore the conflict between smoking and health goals among intermittent compared to daily smokers (ITSs vs DSs). A mouse-tracking paradigm was used to assess participants’ choice between smoking and healthier activities (e.g. walking with a friend) and the conflict they experienced while making this choice as a function of smoking patterns (intermittent vs daily) and dependence motives (e.g. craving) measured by the Brief Wisconsin Inventory of Smoking Dependence Motives (WISDM). ITSs experienced more choice conflict than DSs, particularly at lower levels of dependence motives. Higher levels of conflict were in turn related to a lower likelihood to choose smoking. The results suggest that smoking behavior among ITSs is not yet automatized and may be influenced by health goals. Understanding the role of health and other goals among ITSs may provide critical insights for prevention and intervention.
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