Choice sets examples for the two experimental designs. Credit: Economics & Human Biology (2023). DOI: 10.1016/j.ehb.2023.101340 Tobacco use is the leading cause of preventable deaths and illness worldwide. In 2019 , smoking and exposure to second-hand smoke accounted for nearly nine million deaths, equivalent to 15% of all deaths that year. A study from City, University of London, McMaster University and York University in Canada, suggests that price is the main reason for cigarette choice among Canadian smokers, over and above health warnings on the product and packaging. The findings Read More