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Seize the moment: encourage smokers to quit Introduction effects of the Australian plain packaging policy on adult smokers: a cross-sectional study found, compared with smokers smoking from branded packs, smokers who were smoking from standard packs were more likely to perceive their tobacco as being lower in quality, tended to be lower in satisfaction, and were more likely to think about and prioritise quitting

As best I can tell, the trick in generating OTC placebo group performance rates in the 3 to 4% range involves two primary factors: (1) frustration of a study participant's expectations of receiving free NRT products by being able to tell within 24-48 hours of quitting smoking that they were not receiving the "real thing"

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Shedding Light on a Vaping Trend: Researchers Study the Use of E-Cigarettes for Illicit Drugs. VCU News , June 8, 2016