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Consumption Increase Effect Sometimes cheaper cigarettes lead to: Smoking more frequently Lower perceived cost per cigarette Result: total cost stays the same (or even increases) Satisfaction Factor If a cigarette doesnt satisfy: You smoke more You compensate unconsciously This cancels out savings

On a good day I'll smoke 15 to 20 cigarettes a day

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"I'm an old head in the industry

may seem simple on the surface, but it reveals the intricacies of cigarette packaging and the potential for customization