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ELife 5 , e17896 (2016)

For example, a consumer might see an ad and muse, If Lucille Ball and Desi Arnez trust Chesterfield, then its good enough for me. In addition to providing health claims, television stars were also glamorous and represented a walk of life attractive to consumers who were already invested in tabloids and the lives of the Hollywood elite

Other countries have had mixed success with similar measures

Also to keep advertising costs as low as possible

This is the easiest strategy to implement, but the most difficult to carry out successfully

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