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Editorials |

The Physician and the Control of Smoking

Ann Intern Med. 1968;68(6):1359-1362. doi:10.7326/0003-4819-68-6-1359
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When the magnitude of the threat to health from smoking became clear a few years ago, efforts at control were conceived mainly in terms of mass approaches, such as educational campaigns and anti-smoking clinics. The limited success in control to date has made it imperative to find additional methods of discouraging smoking.

A decade ago Katz and Lazarsfeld (1) reported that personal influence from an individual with whom a subject had a direct relation was more effective than messages from mass media in changing voting behavior. This superiority of personal influence over impersonal communications has been confirmed in other contexts,




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