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Would the smokers who viewed funny commercials report that they are more likely to treat their butts like waste compared with smokers shown a boring poster with butts on the ground and a message that read something like, Hey, dont do that? Yes, humor worked better than the boring PSA, but, Jakubowski points out, even boring messages informing smokers that butts are litter resulted in smokers being less likely to litter their butts

He was interested in the root of their anger, understanding how they had become who they were

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