In other words, the plain-pack smokers appeared to be more motivated to quit as their pleasure in smoking their favorite brands ebbed, but not because they were more aware of or concerned about smoking’s health consequences. Already, 73 percent of Australian smokers say they plan to quit and more than 90 percent said they regret having started. Getting the products they wish they had never started wrapped in plain-brown packaging may be “a source of motivation or a reminder for quitting” for smokers, said the authors.
©2013 Los Angeles Times
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