Quitting smoking is hard — $4.4 billion worth of hard, apparently, because that’s how much the global smoking-cessation market is estimated to be worth by 2023. Cigarette smokers who want to break the habit have a number of options to choose from, with behavioral therapy, nicotine gum and patches, hypnosis, and good old-fashioned going cold turkey among the most popular, all to varying degrees of success. But new research identified one unexpected thing that seems to be helping people not...


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