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. 2014 Jul 4;4(7):e004782. doi: 10.1136/bmjopen-2013-004782

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Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions

This is an Open Access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 3.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/3.0/

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Emotional response to graphic health warning labels (GHWL; smokers vs non-smokers), showing the difference in respondents (%) experiencing fear, disgust and avoidance after GHWL exposure. Statistically significant differences are marked (***p<0.001).