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The impact of cigarette pack shape, size and opening: evidence from tobacco company documents

Since the beginning of the e-cigarette industry, new e-cigarette users have generally purchased e-cigarettes that look like real cigarettes or cigalikes. The cigalike form factor has a few problems, though

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They come in many different shapes and sizessome look like a regular cigarette, some look very different

Even so, this rate is several times higher than the rate of success for people who quit smoking without any help