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In other words, for smokers who derive a self-esteem boost from smoking - perhaps they see it as a key part of their identity or they think it makes them look cool - a death-related cigarette packet warning can have the ironic effect of making them want to smoke more, so as to buffer themselves against the depressing reminder of their own mortality. The findings suggest that for these kinds of smokers, packet warnings that target positive beliefs about smoking (e.g. 'Smoking makes you look unattractive') could well be more effective.