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Among adults aged 25 years and over, the top reason was to reduce or quit smoking (53%)

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This rush causes the release of a chemical that makes you feel good (dopamine), which is why smoking can be enjoyable or soothing

For most of the twentieth century, brands like Gauloises and Gitanes were shorthand for a certain kind of effortless cool, smoked by everyone from Resistance fighters to Jean-Paul Sartre to John Lennon

Their findings say something interesting not just about this meme, but about why we share anything at all