The rest of the story is that none of these studies examined quit rates among smokers who were trying to quit using e-cigarettes. None of these studies were in fact designed to examine the role of e-cigarettes in smoking cessation in the first place.

When it comes to preventing tobacco related deaths and diseases, there has always been one goal, , or tobacco abstinence. It makes sense, if you can stop the cause (smoking), you can stop the effect (harm). Simple cause and effect thinking, right. Tobacco abstinence = no tobacco harm.

“The general idea is that it’s absolutely threatening to admit you’re wrong,” says political scientist Brendan Nyhan, the lead researcher on the Michigan study. The phenomenon — known as “backfire” — is “a natural defense mechanism to avoid that cognitive dissonance.”

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