Part of Marlatt and Gordon's 1985 model of the relapse process involving a cognitive-emotional reaction that includes (a) guilt from relapsing and engaging in an undesired behavior (e.g., smoking) after quitting smoking or changing the behavior (e.g., smoking cessation), which is discrepant from the new self-image (e.g., a nonsmoker); and (b) an attribution that the relapse episode was due to personal weakness. This usually results in perceptions of decreased self-efficacy in considering readopting a desired health behavior (Cormier, 2002; Parks, Anderson, & Marlatt, 2001; Shiffman et al., 1996). In addition to smoking, AVE can be experienced among binge eaters (Grilo & Shiffman, 1994) and people with other addictive disorders. See Relapse Prevention.
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