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The CyberKnife technique shoots hundreds of beams of radiation at hard-to-reach tumours.

However, IQOS heat-not-burn technology heats the tobacco in our specially designed HEETS without burning it

According to behavioral economic theory, individuals sensitivity to norms captured in our experimental rule-following measure should moderate peer influence effects, as those who are more rule-following and experience greater disutility from norm violations are more likely to conform to the prevailing norms in their social context (Kimbrough and Vostroknutov, 2016

Heath AC, Berg K, Eaves LJ, Solaas MH, Corey LA, Sundet J, et al