If you took the Etter survey, they probably sent you a link to the UCL survey attitudestosmoking.com (email@example.com). 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.