The JUUL is a controversial device created by JUUL Labs that delivers nicotine, similar to a cigarette. It was briefly banned in Massachusetts after a rise in number of cases of lung illnesses, but was incredibly popular among teens and young adults. While nobody who used the device believed it was a healthy behavior, many overlooked its dangers because JUULs were everywhere: some artists even took pauses on stage during concerts to juul. The influence it was able to have is a prime example of Cialdini’s theories of social proof and liking; even if the product itself is harmful, popularity can overshadow that.