Smokers don't seem to notice [the warnings]. We don't know why. Maybe it's because they're just used to them, or bored of them, or in denial.

244

The sight of cancer-ridden lungs and yellowing teeth may reinforce a non-smoker's decision not to light up, but does nothing to convince those already addicted. The reason for this is a mixture of denial and familiarity.

216

The results were spectacular. The region associated with aversion was activated the moment the subjects looked at certain images.

58