in a parallel group randomization design, 128 daily cigarette smokers 50 male, 50 female will attend an initial screening session and be assigned plain or branded packs of cigarettes to smoke for a full day. plain packs will be those currently used in australia where plain packaging has been introduced, while branded packs will be those currently used in the united kingdom. our primary study outcomes will be smoking behavior selfreported number of cigarettes smoked and volume of smoke inhaled per cigarette as measured using a smoking topography device.
