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Benquo comments on Safety Culture and the Marginal Effect of a Dollar - Less Wrong
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Were they trying to get people to pay attention to something that was neglected before? I thought they were just trying to sow confusion around the smoking-illness connection, which was already being studied.
As part of their efforts to kick up dirt around the smoking-illness link, they did fund some research to try building up fringe hypotheses (as opposed to knocking down mainstream hypotheses). They gave Hans Eysenck money to research the link between personality traits and cancer (with smoking as a possible mediator).