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The first type mentioned above -- called "grab life" people in the study -- responds positively to idealistic phrases like "live for today," "to help you enjoy life," and "be true to yourself." The second type -- "centering self" people -- is only interested in smoking when it's described in certain ways

The goal should be clear: accelerate the displacement of all combustible products tobacco or herbal with safer, combustion-free substitutes for people who would otherwise continue smoking

They produce tar and carbon monoxide. At the time, Jodie Bernstein, director of the FTCs Bureau of Consumer Protection, also said, These cigarettes are marketed with a natural aura, but theyre neither healthy nor safe