They've had people rate various prizes by desirability. Then the person receives a prize of lesser desirability. Later, when asked again the person will rate the item they received higher. It is reasoned that the person's psyche would rather increase the desirability of what they did receive rather than accept that they received something that "sucks".
Taking only the study itself into consideration, one could easily argue that the participants "knocked it before they tried it", i.e. by taking up smoking they realized how nice it actually is.
I am not trying to revive 60's tobacco propaganda, but I would say for a lot of personality/opinion/habit/preference changes in general this explanation is very likely (and far less sinister)
"Had some start a smoking habit" for a study does not sound like an ethical study to me.