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For subjective ratings, there were significant filter condition effects on the product harshness evaluation and smoking satisfaction subscales, F s (1, 38) = 22.6 and 26.0, p 2 s = .373 and .406, respectively, p s .242, p 2 s = .000 .036)

White tube, but the filter tip is black

Branded cigarettes are 'badge' products, frequently on display, which therefore act as a 'silent salesman'

Majority of Natural American Spirit smokers believe brand is less harmful Natural American Spirit cigarette packs stand out on a shelf, and not just because of their brightly colored packaging

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