Logic may win arguments, but emotion wins behaviour.

Changing human behaviour, is devilishly difficult—like trying to reroute a river with a teaspoon.

Take smoking, for instance—how the heck do you persuade someone to give up a habit that’s chemically addictive, socially ritualistic, and, let’s be honest, looks effortlessly glamorous in French cinema?

In 2012 in Thailand, after extensive research the Thai …