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Why so many people have quit smoking

Most people start smoking in response to social pressure—to look cool, to be like friends or movie stars. Now that millions have given up the nasty habit, says a new study, it’s clear that the decision to quit is also largely the function of peer pressure. When Harvard researcher Dr. Nicholas Christakis mapped smokers by their social circles, he noticed a pattern. Rather than giving up tobacco one by one, smokers dropped off the map in groups. “It’s not like one little star turning off at a time,” Christakis tells The New York Times. “Whole constellations are blinking off at once.” Peer pressure to quit the nicotine addiction, he says, is just as strong as the pressure to start smoking. When a smoker finds himself smoking alone out on the company doorstep, quitting becomes more and more attractive. Christakis says the findings point to the power of social networks on human behavior; we’d all like to think of ourselves as individuals, but, in fact, we often act like birds in a flock. “If a bird three birds over starts flying to the right, you end up flying to the right, too,” he says. Only 21 percent of Americans now smoke, down from 45 percent in 1971. Persuading the remaining 45 million smokers in the U.S. to quit may be difficult, the study suggests, because they tend to belong to lower-income groups in which there is little social pressure to quit.

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