UCL survey

If you took the Etter survey, they probably sent you a link to the UCL survey attitudestosmoking.com (ucjtcpm@ucl.ac.uk). This is a four-part survey is designed to interpret your responses to visual images of cigarettes/smoking. they change up the order but basically they show you the same 20 images...

some are of smoking/cigarettes
some have nothing to do with cigarettes

In the first quarter you are told to press a key designating the image of a cigarette as Like vs. Dislike.
In the second quarter they reverse this designation.
In the third quarter you are told to press a key designating the image of a cigarette as Good vs. Bad.
In the fourth quarter they reverse this designation.

I took it twice, so I know that they switch the order around.
At the end they state:
"If your response time for Like was faster than Dislike this suggests a positive implicit emotional attitude to smoking.
If your response time for Good was faster than Bad this suggests a positive moral attitude to smoking."

The first time I took it, the result was that I was morally against smoking (I am not - it was the first round of the test and I hadn't gotten the hang of it).

I took it again (having learned to look for the "correct" word vs. the location of the word/picture) and these were my results:

Average response time (in seconds):
Like for smoking: 0.452
Dislike for smoking: 0.498
This "suggests a positive implicit emotional attitude to smoking."

Good for smoking: 0.496 seconds
Bad for smoking: 0.915 seconds.
This "suggests a positive moral attitude to smoking."

Seriously? It's not about your attitude towards smoking, it's about reaction time and memory. I did what I was told; I did a second test and "improved." That has to say something about this survey's validity.