biostudies-literatureUnknown9Eidenmueller K<h4>Background</h4>Social contextual factors influence the onset and maintenance of substance abuse. Virtual reality (VR) provides a standardized method to present social stimuli and is increasingly used in addiction research.<h4>Objective</h4>This study examines the influence of a smoking versus a nonsmoking agent in VR on craving in nicotine-dependent male participants. Our primary hypothesis was that the interaction with a smoking agent is associated with increased craving compared to a nonsmoking agent. We expected higher craving in the presence of an agent regardless of the agent's smoking status.<h4>Methods</h4>Using a head-mounted display (Oculus Rift), 50 nicotine-dependent smokers were exposed to four VR conditions on a virtual marketplace: first without an agent, second and thirdJMIR formative researche71285https://www.ebi.ac.uk/biostudies/studies/S-EPMC12129368biostudies-literatureReactivity to Smoking Cues in a Social Context: Virtual Reality Experiment.PMC12129368Kammler-Sucker KLenz BMeixner GStenger MWenger LHoffmann SEidenmueller KMuhle CKiefer FMazza MfalseReactivity to Smoking Cues in a Social Context: Virtual Reality Experiment.<h4>Background</h4>Social contextual factors influence the onset and maintenance of substance abuse. Virtual reality (VR) provides a standardized method to present social stimuli and is increasingly used in addiction research.<h4>Objective</h4>This study examines the influence of a smoking versus a nonsmoking agent in VR on craving in nicotine-dependent male participants. Our primary hypothesis was that the interaction with a smoking agent is associated with increased craving compared to a nonsmoking agent. We expected higher craving in the presence of an agent regardless of the agent's smoking status.<h4>Methods</h4>Using a head-mounted display (Oculus Rift), 50 nicotine-dependent smokers were exposed to four VR conditions on a virtual marketplace: first without an agent, second and third2025-01-01T00:00:00Z2025 May2026-03-15T16:16:17.976Z2025-08-13T03:04:35.287ZS-EPMC121293684041883410.2196/71285