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Eric Jacobs is senior scientific director of epidemiology research for the American Cancer Society

The smaller the weight, the better the consumer experience

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if I have not seen any research on this, but my gut tells me that the American Spirit buyer will not be responsive to a campaign telling smokers to clean up their act (and offering, by the way, no psychological reward for this behavior change.) So thank you sort of to American Spirit for providing me with an Earth Day example of a terrible corporate cause campaign

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