About the Authors

Theresa M. Marteau

theresa.marteau@kcl.ac.uk

Affiliation Psychology Department at Guy’s, Health Psychology Section, King’s College London, London, United Kingdom

Paul Aveyard

Affiliation Primary Care Clinical Sciences, University of Birmingham, Birmingham, United Kingdom

Marcus R. Munafò

Affiliation Department of Experimental Psychology, University of Bristol, Bristol, United Kingdom

A. Toby Prevost

Affiliation Department of Primary Care and Public Health Sciences, King’s College London, London, United Kingdom

Gareth J. Hollands

Affiliation Psychology Department at Guy’s, Health Psychology Section, King’s College London, London, United Kingdom

David Armstrong

Affiliation Department of Primary Care and Public Health Sciences, King’s College London, London, United Kingdom

Stephen Sutton

Affiliation Department of Public Health and Primary Care, University of Cambridge, Cambridge, United Kingdom

Chloe Hill

Affiliation Psychology Department at Guy’s, Health Psychology Section, King’s College London, London, United Kingdom

Elaine Johnstone

Affiliation Department of Clinical Pharmacology, University of Oxford, Oxford, United Kingdom

Ann Louise Kinmonth

Affiliation Department of Public Health and Primary Care, University of Cambridge, Cambridge, United Kingdom

Competing Interests

PA has done consultancy and research on smoking cessation for pharmaceutical companies. The remaining authors declare that they have no conflicts of interest. This does not alter the authors’ adherence to all the PLoS ONE policies on sharing data and materials, as detailed online in the guide for authors.

Author Contributions

Conceived and designed the experiments: TMM DA ALK ATP SS. Performed the experiments: CH. Analyzed the data: ATP. Contributed reagents/materials/analysis tools: MRM PA. Wrote the paper: TMM PA MRM ATP GJH DA SS CH EJ ALK. Trial Statistician: ATP. Co-ordinated the trial: CH GJH. Advised on genotyping: EJ MRM.