Ever wondered why no one bothers to care about the health warnings written on top of the cigarette packet? Have you, like me scratched your head often, thinking why after seeing such in your face messages, number of smokers are increasing every waking, smoking minute?

Here’s a scientific, more appropriately, neuro-scientific answer.

Using sophisticated brain scanning technology to peer inside the brains of 2,000 consumers around the world, a team of neuroscientists have made an astonishing finding.

Those often gruesome health warnings printed on billions of cigarette packs have proven to have the opposite effect on consumers than intended. They stimulate smokers to smoke even more. By scanning consumers’ brains in the United States, United Kingdom, Germany, Japan and China, Lindstrom has discovered that even anti-smoking TV commercials seems to have the reverse effect.

Now, why arent we surprised?