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They're likely referring to this:

https://pmc.ncbi.nlm.nih.gov/articles/PMC4536896/

>However, nicotine can also act non-associatively. Nicotine directly enhances the reinforcing efficacy of other reinforcing stimuli in the environment, an effect that does not require a temporal or predictive relationship between nicotine and either the stimulus or the behavior. Hence, the reinforcing actions of nicotine stem both from the primary reinforcing actions of the drug (and the subsequent associative learning effects) as well as the reinforcement enhancement action of nicotine which is non-associative in nature.

You can find other studies about the addictiveness differences between cigarettes, vapes, chew, patches, pouches, etc. Basically, the methods with the most ceremony and additional stimulus are more addictive.



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