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Public health

The case for pay to quit

A randomized controlled trial of four financial-incentive programmes for smoking cessation finds that reward-based schemes lead to sustained abstinence, but low public acceptability of such schemes threatens their adoption.

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Figure 1: Carrots work for smokers.

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Correspondence to Theresa M. Marteau.

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Marteau, T., Mantzari, E. The case for pay to quit. Nature 523, 40–41 (2015).

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