The scientific article "Are perceived benefits of heated tobacco products consumption aiding smoking cessation?", by Susana Costa e Silva, Paulo Duarte and Marisa Ferreira, in partnership with Mafalda Martinho, alumni of CPBS' Master in Marketing, was published in the Social Marketing Quarterly. 

It is an academic journal with international circulation, focused exclusively on theoretical issues, research and social marketing practice.

This work concludes a process that began in 2021 with the student's thesis, whose work led to applied research on heated tobacco.

People often perceive heated tobacco as a less harmful alternative to traditional tobacco, but this perception does not match reality.

This study aimed to understand how consumers and ex-tobacco users confirm this perception and admit that smoking heated tobacco is the halfway point between being addicted to traditional cigarettes and giving up this habit. 

A survey with 250 individuals found that people consider heated tobacco a healthier option and that its consumption does not lead to a dependency break. On the contrary, it indicates a consumption increase.

Read the entire article here.