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It's Official: We're Seduced by CigarettePackaging. 

据官方消息称：我们为香烟的包装所吸引。

We are easily seduced, it seems. Plain packages domake cigarettes less appealing. That is theconclusion from interviews with 536 smokers inVictoria, Australia—where plain packaging wasintroduced last December.

我们似乎很容易受到诱惑。普通的香烟包装确实会降低其吸引力。这是在维多利亚采访536名吸烟者后得出的结论，澳大利亚——去年12月引进了普通包装。

However, the UK government recently dropped plans for plain packaging, citing lack ofevidence. "The government wanted to wait for evidence to emerge from Australia beforeacting—well here it is. " says Deborah Arnott of Action on Smoking and Health.

然而，英国政府最近放弃了普通包装计划，因为这缺乏证据。"政府想在行动之前等到来自澳大利亚的证据——好吧，这就是了。"吸烟与健康组织的成员黛博拉·阿诺特说。

Compared with smokers using brand packs, those buying plain packs were more likely to judgetheir cigarettes to be poorer quality than a year earlier, and find them less satisfying. Theywere also more likely to have thought about quitting at least once a day more often than brandsmokers.

与使用的品牌包装的吸烟者相比，那些普通包装的购买者更容易判断他们的香烟比一年前的质量更差，而且觉得它们很不令人满意。他们也可能比那些吸品牌烟的人更想戒烟，至少这种想法每天都会多一次。

Arnott argues that the results are solid enough to demolish the case for any further delay inintroducing plain packs in the UK and elsewhere. "There's a good link between people'smotivation to quit and quitting itself." she says.

阿诺特认为，在英国及其他地方破坏引进普通包装的延迟事件，结果都是很坚定的。"人们戒烟的动机同戒烟本身有着很好的联系。"她说。

There's also evidence to suggest that making cigarettes appear less satisfying will help peoplekick the habit. A 2011 study showed that smokers who said they enjoyed smoking "very much"were 30 per cent less likely to have attempted to quit within six months than smokers who saidthey enjoyed smoking to a lesser degree. Thank you.

还有证据表明，使香烟看上去不是那么令人满意，这也将会帮助人们戒烟。2011年的一项研究显示，在六个月之内，自称"非常"喜欢吸烟的人比那些喜欢吸烟程度较轻的人戒烟的少了30%。谢谢。

New Scientist July 23rd,2013

《新科学家》2013年7月23日