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Because the thoughtful processing of the message bolsters the attitude, thoughtful processing helps us develop strong attitudes, which are therefore resistant to counterpersuasion (Petty, Cacioppo, & Goldman, 1981)

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Beyond Nicotine Btomorrow Ventures (BTV), the Group's corporate venture capital arm, has completed 25 investments (with three successful exits) since its launch in 2020, and continues to invest in innovative, consumer-led new sciences and technologies and sustainability to support the Group's transformational strategy for A Better Tomorrow TM