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Few reported inaccurate flavour expectancies for classic brand variants, potentially due to the brands marketing strategies and established advertising cues, such as pack colour.11 12 Their flavour expectancies of the new non-menthol brand variants were notably more mixed

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She noted the support for the effort from the American Heart Association , the American Lung Association , the American Cancer Society , the Americans for Non-Smokers Rights Foundation , Kids Free Tobacco , and the AFL-CIO