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states, heated tobacco products are 4x more price-sensitive than traditional cigarettes, and two consumers buying the same product can respond to an identical price increase in completely different ways depending on their age, income, and geography

doi:10.1073/pnas.1920925117

These risks, according to the researchers, were generally smaller than those associated with cigarette smoking and similar to or larger than those associated with cigar smoking. This confirms one of the tenets of tobacco harm reduction: its the smoke that kills, and the risk is proportionate to how much, how long and how deeply smoke is inhaled.

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