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The basic cigarette/combustible class of product has been improved (in appeal, addiction liability and toxins) but is largely unaltered and has dominated sales for over 120 years, a period aptly termed the Cigarette Century and more recently the Golden Holocaust. [2, 29]

American Spirit has no affiliation with any American Indian or Alaska Native tribes, however its depiction of an American Indian warrior, peace pipe, and thunderbird on its cigarette packaging caused 65% of participants in a study to believe the brand had tribal affiliations, which was associated with perceptions of decreased harm and greater intentions to purchase

The cowboy remained at the center of the brand, consistent through shifting market conditions

Kaplan, M Spittel, D David (Eds.) Emerging Behavioral and Social Science Perspectives on Population Health

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