The sight of cancer-ridden lungs and yellowing teeth may reinforce a non-smoker's decision not to light up, but does nothing to convince those already addicted. The reason for this is a mixture of denial and familiarity.

Maurice Ptito

Cancer Decision

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The results were spectacular. The region associated with aversion was activated the moment the subjects looked at certain images.

— Maurice Ptito

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Smokers don't seem to notice [the warnings]. We don't know why. Maybe it's because they're just used to them, or bored of them, or in denial.

— Maurice Ptito

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The ads are maybe not the best thing to discourage people (from smoking). If I have an addiction, why would I like look at something that reminds me I'm going to die?

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We have a growing number of breast-cancer survivors who face a very difficult decision about whether or not to use HRT,

— Leon Speroff

We're absolutely shattered by this decision. We've come out, we've come forward and worked with the NRL on these discrepancies and these breaches and we feel hard done by.

— Maurice Kidd