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The Skyline Study: Qualitative interviews to determine the ‘how’ and ‘why’ of the impact of efficacy messages on smoking behaviour, attitudes and responses to health warnings
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Category: Project
Description: In the Skyline Study, smokers will be randomised to receiving efficacy messages or control messages (while being exposed to government-mandated on-pack warning labels) multiple times daily in an intensive 28-day longitudinal study. The present study would recruit participants from the experimental arm of the randomised controlled trial to take part in qualitative interviews to explore their reactions towards efficacy messaging.