Comparing gain- and loss-framed messages for smoking cessation with sustained-release bupropion : a randomized controlled trial

Participants were randomly assigned to a video and printed messages promoting cessation with either the advantages of quitting smoking (gains) or the disadvantages of continuing to smoke (losses), respectively. They also received bupropion for seven weeks. Of the individuals who completed treatment, those in the gain-framed group were more likely to remain smoke-free compared to the loss-framed group.

http://content.apa.org/journals/adb/21/4/534

Comment: Like everyone else, people who smoke respond better to positive reinforcement.