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But the danger is moral dissonance

Importantly, participants are paid this bonus for returning the spent cigarette filters/e-cigarette pods regardless of adherence to the assigned condition to encourage honest reporting, which was useful for obtaining accurate measures of adherence in our pilot [19]

All of this will be based around preferences

[86] The Truth campaign makes use of the mass-media communication strategy known as counter-marketing which previous research has shown to be an effective method of reducing smoking prevalence among youth

Cigarette smoking by youth has immediate health consequences, including addiction, and can accelerate the development of chronic diseases throughout the lifespan