For 4 weeks, smokers were given their preferred brand of cigarettes in packaging that had been modified; some packets contained warning text only -
such as «cigarettes cause fatal lung disease» - some contained warning text plus one of nine graphics depicting the
dangers of smoking, while others consisted of warning text, graphics plus
additional text detailing the risk of every cigarette smoked.
Without
such an effort, we are as ignorant with the layman, but with an
additional danger — the hubris that we understand «science», and that whatever does not conform to that understanding is not science.