Research (using the Stroop paradigm) tested the effect of mixing smoking related words (cigarette, puff, and smoke) with: negative connoting words (sick, pain and guilty), positive connoting words, (safe, glad, and hopeful) and neutral connoting words (tool, shovel, and hammer). Results showed a strong correlation between a slower reaction time and the degree of negative language employed when discussing smoking. The results indicate attentional bias, suggesting the influence negative language has had on the individual attitude towards smoking. When asked to think of the negative consequences of smoking, as the negative language evoked underlying negative feelings toward smoking, they displayed fewer cravings than the smoker subjects who were encouraged to smoke. The experiment illustrates the influence of attentional bias on environmental smoking cues and how these could contribute to a smokers' inability to quit. As stated earlier individuals' attentional biases are influenced by subliminal stimuli, so in the smoker's case, they are more subject to substance-related stimuli such as observing other smokers or noticing ads for cigarettes. The stimuli evoke expectancy of substance availability, which creates a further attentional bias for substance-related stimuli and induces craving for the substance.