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THE EFF~CT~ Or CRA:.'GI~G BRANDS ON SMOIG~G BE~,~VIOUR EEP0~ U0. RD. 1409 RESTRZCTED | J 11.3.1977 £I~IORS: D.E. Cre~shCon P.H. Lewis ISSUED BY: R.E. Thornton PROG. EEF. 13.O1.04 DISTRIBUTION; Dz. S.3. Green Dr. Z.W. Hughes D'c. R.A. Sanfoz'd R..M. Gibb, Esq. R.S. Wade, Esq. E.G. lqlcholls, Esq. Herr R.E. Soclr.oz'f Dr. Y. Seehofer Mr. A.3. Kruxz'Fnskl I)~. C.J.P. de Siquei~a Dr. D.G, FeLt:on Libra~ Copy No. I, 2, 3, A, 5 el " " 7, 8 Itl It " " 10, 11, 12 " " 13, l& " " 15 " " 16 " " 17 " " 18 " " 19 " " 20, 21 mmemm. ',,.0 .-.,,j -.,,.3 BAT Co LTD - MINNESOTA TOBACCO LITIGATION

TABLE OF CONTENTS SUMMARY ZNTRODUCT ZON E:(~EEIMENTAL FRO C.,EDURE S RESULTS 1" EFFECT OF CHANGED DELIVERY ON SMOKING PATTERN DZSCUSS'rON I EFFECT OF CHANGED DELTVERY ON SI~KI:NG ]PATTER~ RESULTS TI EFFECT OF TTME ON SMOKING PATTERN W'ITH CHANGED DELIVERY C~GARETTES DISCUSSION II EFFECT OF TIME 014 SMOKING PATTERN WITH CHANGED DELIVERY CIGARETTES RESULTS Ill EFFECT OF MOTIVATION ON SMOKING PATTERN WITH CHARGED DELIVERY CIGARETTES DZSCUSSZON I~I EFFECT OF MOTIVATION ON SMOKING PATTERN WZTH CHANGED DELIVERY CIGARETTES CONCLU SION S RECOPL~4ENDATIONS FOR FUETHER WORK REFERENCES APPENDIX 1 3 5 11 16 19 22 24 26 29 30 33 34 BAT Co LTD - MINNESOTA TOBACCO LITIGATION O'-,

DCIPKLIIIAI 46D-6 Group Research & Development Centre, Br£t£sh-Amer£can Tobacco Co. Ltd., SOUTI~U~fPTON. llth March, 1977 THE EFFECTS OF CHA~GIZqG BRANDS ON SldOKDqG BEHAVZOUR (Report No. RD.1409 Restr£cted) SUMMARY A panel of eight male and eight female smokers were asked to smoke a med£umn£cotlne dalivery cigarette (1.4 ms) for about four weeks. During this time Can examples of the smoking patterns were recorded for each subject, using a smoklnK enalyser. Cigarettes were made freely available to the subjects throughout the period so that the medium delivery (control) brand was smoked exclusively. Half o£ the panel ware then changed Co a "high" n£coc4ne del£ver7 brand (1.8 mg) and half to a "1o~' nicotine delivery brand (Z.O sag). These c£Karettes were smoked exclusively for the nex~month dur£ng vh£ch time a further ten repllcatas o£ the smok£n8 patterns of each subject were recorded. The £iuaL phase o£ the exper~aaut :Lnvolved all subjects recucn£ng to the medium delivery brand and recording, over the next month, a further ten examples o£ the moking patterns. Analyses of these dace show that all smokers increased the volume o£ smoke drawn from the low delivery brand and Teduced the amount taken from the high del£very brand. All groups thus showed a marked degree of compensation for the changes in delivery. BAT Co LTD - MINNESOTA TOBACCO LITIGATION -...,,j

-2- The number of cigarettes smoked per day did not vary markedly when smokers changed brands, so compensation for changed deliver7 was essentially by the way £n which individual cigarettes ware smoked. Subjects used most of the mechanisms available to them to compensate for the changed delivery. A notable exception was that the butt lengths discarded when smoking the low delivery cigarette were longer than from the control cigarette; this was probably due to the longer tipping paper length on the low delivery cigarette. The panel was selected so that half of the smokers (4 female, 4 male) were o£ high "smoking motivation", as defined by e questionnaire ~ev£sed by Dr. M.A.H. Russell, and the other half of lower smoklnK motivation. Equal numbers of high and low motivated male and female smokers smoked each brand. Subsequent analysis failed to show any dlsnincnions of smoking pattern or degrees of compensation for changed delivery between the high and low motivated groups. Some differences can be seen, however, between male and female smokers both ~n the way in which the control cigarettes and those of changed delive~ were smoked. Analysis, of the smoking patterns measured for the first three cigarettes and lest three cigarettes smoked in each of the three phases of this experiment, shows that the changes made to compensate for both increased and reduced nicotine delivery were maintained for the period of the test. This suggests that the smokers' demands for nicotine hate not changed in this period. The design of this experLment (in which each brand was smoked exclusively for four weeks) will be used as the basis for future experiments, although £t may be possible to usa shorter periods of ~ma. The earlier approach to behsvioural studies (occasional smoking, only in the laboratory) has bean abandoned. BAT Co LTD - MINNESOTA TOBACCO LITIGATION O

-3- INTRODUCTION Zn most parts of the world the de•SEn of cigarettes is being modified and the dollveries of car (or TPM) and nicotine, as determined by machine emoklnK, have been declining. Although thfs trend has been particularly noticeable in recent years, with the introduction of "league*' cable• of cigarettes ranked by deliveries, the reduction in deliveries has been going on for some time; e.8. Todd (1)p in a survey of U.K. smoking patterns records that, compared to some cilarectes of 1935 vintage, the 1973 average was nicotine delivery 47Z and tar delivery 57Z, Such trends are particularly marked in developed countrles; e.K- in the U.S.A. c~Karettes with tar deliveries of lOmg or less have been introduced (Merle (9 m&), Now (2 rag), Carlton (5 m&), Carlton 70 (I rag)) and in some countries upper llmiCs for car have been voluntarily agreed by manufacturers. IC is often assumed by smoker• and implied by ochers that there are advantages in changing to a brand which offers lover dellver~es of Car and nicotine and to an increaslnK extent such advice is hero•inK more expliclt e.g. "Smoke a brand of cigarettes in a lover 'tar' Stoup than the brand you smoke at present and aim progressively to reduce •till further" (2). However there ks • considerable body of evidence that: smokers alter their imoklng behavlour when smoklnE different types of cigarette. Evidence has been presented (3) that smokers may •how • degree of compensation for changed nicotine delivery 8o that they attempt, within llmics,to equalise the nicotine delivery, irrespective of the effect this might have on the tar and gas phase deliveries. As pointed out by Russell (4) this means that: compensation for a reduced nicotine del£very can cause an increase Ln the ~ntake of Car and carbon monoxide. BAT Co LTD - MINNESOTA TOBACCO LITIGATION O

-h- 6 • Much of the evidence for compens•tion, quoted ~n (3), has been obc&ined under labor•tory conditions and has involved ~omp•rlsons of s£ngle cigarette saok£ng measurements. It is, however, poss£ble thac a smoker can change his behaviour with time and become accustomed to a brand offering higher or lower deliveries, espec£ally if he smokes the 'new' brand exclusively. Thus, ic has been suErs•ted in • U.K. advertising camp•fEn, by the manufacturers (Call•her) of a low dallvery cisarac~e (Silk Cuc) that, after 8moltoK ch£s ciKue~ce for three weeks, the smoker would be convinced of the merits of the product. In view of the considerations ~isted above, it was decided Co carry ouC • behavloural experiment of considerably greater scope than any previous study made at Southampton. Smokers of a medium delivery cigarette (~ I.A mg nicotine in the U.K. mark•C) would be monitored for • period of about 1 month and then asked Co smoke, for a aim/lit period, • brand with a substanCe.aLly different nicotine delivery (~ 0.8 mE for half of the panel, ~ 1.8 uK for the ocher half of the panel). For the . final period the smokers would revert to smoklnK the brand dally•tinK 1.4 ~ nicotine. It is to be expected that there ~s a Kradatlon of demand for nicotine among smokers. Russell ($) has estimated chat some 20Z of ~nokers are not particularly interested in nicotine an all. Russell has ass••bred a e questlounaire (which he states to be a combination of questions devised by ocher workers) from which he has sugsesced • relationship between factors isolated from the replies to the questionnaire and nicoclne demand. IC therefore seems plaus£ble thac h£Khly motivated smokers (as defined by Russell's .quesCionnslre) would be the most likely co show a BAT Co LTD - MINNESOTA TOBACCO LITIGATION w ",.C)

-5- hiKh degree of co•pens•riot for reduced delivery. The more highly motiv•ted smokecs u~Lsht •leo be expected to show the more st•ble maintenance 0£ their h•bit with time when they thanked to • lower delivez7 brand and possibly to show • more precise re,teflon of nicotine intake th&n the less h£Ehly motivated subjects. The panel was therefore selected zo contain equal numbers of hi@h and low motivated male and female smokers. The objectives of the study ware: (a) To study the effects o£ oh•need delivery on smoklns pattern. (b) To study the effects o£ time and thanked dellvery on smoking pattern. (c) To study the effects of motivation (ss defined by Russell) and changed delivery on smoking patten. EXPERIMENTAL PRECEDUEES The Panel The smokers selected for this test were e4Kht male and eiKht female smokers, •11 of whom had partlc£p•ted in previous experiments in ~h£ch smokLn@ patterns were recorded. All subjects were thus fmnil£ar with the •ppacatus, procedures and env£romneuc used by us for such measurements. After the survey of 81oklng patterns with£n Group 1~. & D. Centre (6), all smokers completed the Russell Questionnaire concerned v~th smokLn4 motivation (7). The scores for £•ctors ~, (scLmul•t£on smoklng), V (eddictive 8mokins) and VZ (automatic smokinK) (Russell's teminoloKy) were used to derive • smoking motivation score. For practical re•sons it was not possible to select •11 the subjects "with the hiKhast and lowest motivations, so an element o£ compromise w~s necessary. Two groups BAT Co LTD - MINNESOTA TOBACCO LITIGATION O (..r'i ---,d Oo

-6- of four males an~ four fmlas w£chin the panel v ere dlstinsuished as having higher and lover than averase motivations, as idencifled by l~ussell's questionnaire. All the subjects selected for thls cast normally chose Co smoke Embassy reKular lenKch filter tipped ciKaretCea or a cisarette wlth similar delive~ characteristics. Methods Smok£ns patterns vere recorded by a smok~nK analyser (8). For test purposes all cLKareCCes were smoked in a controlled enviro~enC room (9), whilst the subjects listened Co Cape recorded music of Cheir choice. The smoklnK pattern dace, recorded on maKneClc tape, were translated Co reduced format paper Capes and read on a teletype machine. From these printed rec6rds the primary results were calculated. As the dace are scored on masnecic cape subsequent dupl£cacion of ~he m~kinS patterns is possible. Cigarettes The ciKarectes choseu for the trial were: Embassy r~tnSs F~nbassyKinS Size F~nbassy ExmraKild U.K. Home Trade B.A.T Souchmnpcou U.K. Home Trade The physical dimeusions sad analyc£cal ~atawhen smoked under 8tandard 8 conditions are shorn in Table 1. Th~oushouC this zapozc the cenns concroX or med~umde~ivaz-y c£sawacce rater to Embassy KLnKs, hish delivery to EmbLssy Y~nS Size and low dalivary to Embassy Extra ~ld. BAT Co LTD - MINNESOTA TOBACCO LITIGATION ',,O OO

-7- TABLE 1 FlffSZr.,AL D.Zt~NSZONS AND A~ALYrZCAL DATA FOR T1~ CZGAX~TES ~l:~H St'tOteD UNDER ST/~IDAI~D CONDZTZONS Overs11ZenKth Rod length circua~ere=ce Filter ~ter£al mouth tobacco F£~ter length mouth tobacco Overv=ap Ventilated PO range (17.5 aI/sec) TFM Total Nicotine &lkaloids C-,,,) (.==~ (m) (--,,) C,==) (:m) (o~ W.G.) (uS) Embassy i~ngs 83 65 24. $ Cellulose Acetate My~ia 6 12 21 Bo %2-14 23.0 1.4 Embassy King Size 82 68 24.5 Cellulose AceCate m 14 23 No 12-1& 36.0 1.8 Embassy Extra Mild 83 64 25 Cellulose Acetal:e Hyria 6 13 24 Yes 12-14 16.0 1.0 These cigarettes ware selected as being typical of the range of ciEareCtes avaIZabZe on the U.K. market at pres~c. The brand Embassy King Size, ~x 3.A.T Southampton, was included sLuce this made It possible for all three brands to*have a deEree of S/=L~larity, i.e. all three were Eabassy variants. All ciaarettes mnokad by the subjects in the laboratory were selected to be within the d:m~ :esista~ce ranKe 12-14 cmW.O., when~asured ac a £Zav race of 17.5 ml/sec. The cigarettes were not weight selected. The BAT Co LTD - MINNESOTA TOBACCO LITIGATION r,.,,,a m

-8- clsareCces issued co the subjects co smoke outside the smoking behaviour laboratory ware in sealed packs of 20. Experimental Design Phase I" All subjects were given the medium delivery cigarette co smoke exclusively for four weeks. During this c/me each subject was monitored on can occasions smoking an example of chls brand. The spacing of recordings was as even as possible ChrouEhouc the period; half of the recordings were oaken before lunch and half after lunch to mlniJnise any. effects due to C~ne of day. Phase I~ Half of the higher motivated subjecus and half of the lower motivated subjects chahged to ~he high delivery brand and the remaining subjects chanSed to the low delivery brand. & further tan smoking pattern measurements were recorded ~rom all the panel members evenly spaced tbxouKhout the next four weeks. The changeover was arranged so that the flrsC example of nhe replacement brand was smoked in the laboratory and recorded. Cigarettes of the replacement brand were also issued Co the subjects ad libicum. Phase ITI el|l £11 the smokers returned to Chemsdium delivery brand. A further ~enmeasuremant8 were taken over the four weeks with. as far as possible, equal spacing between records. The first c£KaretCe smoked by each subject of Ch£s f/hal phase was recorded and, as before, subjects smoked the brand exclusively. BAT Co LTD - MINNESOTA TOBACCO LITIGATION w %,0 CO .~b'"