Getting Them to Quit By Hitting Them Where It Hurts What is the best way to get people to stop smoking? Is it to tell them all of the health dangers that are associated with smoking? Would they stop if they knew that secondhand smoke from those same cigarettes is even more deadly than the smoke they inhale? What about limiting or even taking away their freedom to partake in the habit that they so enjoy? No these options only tend to make the smoker envious or resentful. The best way to stop people from smoking is by raising the price of cigarettes. While some may argue that increase cigarette prices do not have an affect on tobacco addiction because it so strong; "research as shown that increased prices reduce the number of smokers and deaths related to smoking." High prices also stop former smoker from returning to the habit. Present smokers consume less because of high prices and even consider quitting. Low income smokers are most affected by high prices, taking a higher percentage of their disposable income, giving them more of a reason to lesson consumption or even quit. Some may say that with an increase in price consumers will switch to a cheaper brand and lessen the effect. This is a concern, but not all consumers take part in this behavior. Many have a brand that they will always smoke no matter what the price. However, those that do stick to one brand will be discouraged by the high price. Still there are others that will not quit because of price. Others will not pick up the habit because of cost. There will be reductions in overall consumption and prevalence. Non-price measures will affect low income consumers such as nicotine replacement therapy and other cessation interventions. Will increased prices on cigarettes affect government revenues because people will buy fewer of them? No because, while people will buy fewer cigarettes, the increased