Tobacco Documents Online

118$P.~f,# andU l#pm nl Cml SOUTHAMPll:)N ENGLAND qm, BRITISH- AMERICAN TOBACCO COMPANY LIMITED in V 9 This conf'Khntial report is the properly of 8ritish-Amwcan Tobacco Company Limited. and musl not be copied or shown to unauthonsed persons. r,,.,,,"l g.,,.,V'l BAT Co LTD - MINNESOTA TOBACCO LITIGATION

.a c~.rrA.Tr~ STUDY. ON Tim ~ERC~IVED BEHEIr/TS A~'~D D]ISADVANTAGE$ OF SI~K)KZNG (PIO~CT VL~G0) 18.4.1979 &UTHOE: M. Oldman ZSSUED B.Y: D.J. Wood =.PE~..REF. 13.02.04 DZSTEI~UTZO~I: Dr. S.J. G~ Copy No. 1, 2, :3 Dr. Z.g. ~,Shas " " 4 D=. K.A. 8anfol:d " " 5, 6 m.M. G£bb, Esq. " " 7 ILS. 1hale, Esq. " " 8, 9, I0 K.G. l£cholls, Esq. " " 11, 12 E. IL{t:teEshaus " " 13 DE. r. Seeh~t~dLT " " 14 M~. S.J. ]r.t~s~msk£ " " 15 DE. C.J.P. de Siqueira " " 16 DE. D,G. FeZr~n " " 27 Librsx7 " " 18, 19 co~ so. 2.t / ~mme, • . . %'% BAT Co LTD - MINNESOTA TOBACCO LITIGATION

HOI~tAI~6-~ Group Keeaarch & Development Centre, Br~C£sh-Amer£can Tobacco Co. Ltd., SOUTI~dl;'T O~. ]L8ch April 1979. A ~.~XTArrvZ SZ~Y ON T~ F~ac~zvzn sL~mcrrs ,~sn DXs,nv~zs or s~Oc, X~G C.P_Ro~ vxKoo~ (ILeporc No. IU). 1668 Reetricced) SUNH~Y ~ CO~CLUSZONS & series o£ small Stoup d£scuss£ocus was held dur/~uK vh~ch ~ssdtv£dumls' re.sons £or s'~ok~ng vere elicited. The oh jet:ires of the research rare (£) to ~Qvescisate ¢ontemporar7 v£ews &bout smokluK In term: of moC£vaCio-~ sad percelved dlsadvm~¢aSes and (il) co u£: =hls i~oz~at40n to der4ve approprlaCe Items £0r • questionnaire on the moc£vacion co smoke. AzLalysLs of the qualLcac£ve d~cs revuLsd can broad ¢8ceKo=ies o£ reasons cited: ez~oymenc of amok£n8 when reLax~nK, amokiu6 £n order tO become more relaxed, smok£ng when bored, smokLuK •: • re~ard for compleCins • reek, smokLn~ i~ order co trance • b=e•k becve-- casks, smokLnK La a soo4•l 8£tuac~on, smok£nK wh£1st workinK, smokinK to inhibit bunker, smokLu8 ~s a private L~lulsence and smokius as a comforter. Dased upon a content analys~.s of the incarv~.eve, ~Ccms for the new questioun~/xs ~ere dec•re, ned. 1"heat a~e compe:ed and contrasted rich chose of HcY~nne11. ~f£ects on health were perceived by cb~ mmjo:Icy o£ participants tO be the princLpal dis-~dvancage o£ smok~nK ~n respect o£ both shore-term BAT Co LTD - MINNESOTA TOBACCO LITIGATION r,o o~ r~

(e.K. breath].essness L~er exerl:ion~) and ~onK-cerm effects (e.K. chronic lunK disease). The £~ancLal cost: o£ smoidJzg vss seen as a secondary buC noc parcLcuI~rly Ln~luencLal d£sadvancaze. ALl respondents perceived r.he soc~al pressu:es a~a~st mmok~ng and most vouZd not smoke amongs~ people who objected to cheLr smok£nS, r~o c~ BAT Co LTD - MINNESOTA TOBACCO LITIGATION

-3- Un~lerstandlnK the reasons why people smoke has bean a topic for research within and vithout the tobacco ~uscz7 for some considerable time. To date, no comprehensive answers have been derived although £t LS DOt rtcoEnlJ~ that thexe is ~0 single cause which can be attxibuted to every individual. One avenue of research whi=b has attracted attention is the development of smoking typoloKies; than is, determining the broad classes of smok~ns motivation in order to classify smokers sccordlnK to o. thai= responses to questionnaires. Perhaps the two most quoted examples of ~ELnS typololies are those due to McKennell-Thomas (l) a~L Hotn-ToadcLns (2). The McKmnnel£ and Thomas theory was deveEoped in 196A from a new line of bavasriKatiou usi:~ the technique of £accor analysis to Scoop o: classify smokers accordLnK to the occasions on which they moha. Thmir model disCinKuishes two breed $roups of factors, relacinz respectively to personal and social ~Jeds. T~ also pruanced a theoretical rationale for differm~CiatinS tTpeS of 8mokJ~K which is bale:l upon his theotlr of zfEect in which four types of smokL:~ are delineated. To these motives Horn subsequently added a further rye and 4evtloped s set of questions tined ac discinEuishinK • 4~Lah of Chase motives underlie an Indivldu~1*s 8mok£ns behaviour. One of the most ~nf~uential vorks on 8mokln8 motivation in recent years has bean that due co NcKennell (3). This research, commissioned by the Tobacco Kasearch Co~w~il. further vmlldated McXenne11's system for classifying sm0kers based upon the occasions on which they smoka~J. rr"m the results, an underlyinE dimmnsion of Inner Need was Ldentif4ed, mmmm~ tJ~ r%D Cr~ BAT Co LTD - MINNESOTA TOBACCO LITIGATION

-4- siz~lar ~o Chac su~Kostad by ~k~rn (2). D£fferences becveen the Horn 4m~ ktcJ~e~@ll ¢Tpo].oKies relate to (he finer dLstLncClons made on dJJne~sLons vhich are unique to each system and DeC shared by the ocher. The final s=aSa of the HcJ~tnnall analysis dealt v~ch the extent to vh£ch smokers are classifiable Ln distinctive LTpes ~tb respect co :he i~esraced factors. Six types yore found. 1. Lo~ Need/Pleasu=e smokers (14Z o£ all smokers) td~o tend more o~he~s :o be l~Khc smokers, whoso friends do Do: smoke, and who would noc find £c difficult co stop smoking. 2. Medium Heed smoks=s (30Z) who have s much more favoursble attitude to smoking than (1) above and vho are a 1£::Ie aeaze: the sverase £u a:~mt smokJd. 3. ]~dium Need/Randlia4~/SocLal Confidence takers (SZ) b~v£~ an above ave~aae frequency of dri~kinK beer. &. Hed£um Need/Reluccan: smokers C28Z) who I:end to disapprove o£ smok/JIK, are unable to "escape from dependence on ic". and :end to be young. 5. H~Kh Heed smokers (8Z) vho axe similar to (6) belay buc score lo~er on HandlLus and Soclal factors. H£Eb Need/Social (15Z) vho tend to smoke hmavily, have friends vho 8umkep ~ vbo ££ud Lt very dlfEiculc t:o stop 8mokln8. ghilst the NcF, tnnell questionnaire hal been used and quo~ed ex:ensivel7, its phrsseoloKy £e now 8oms~ha~ ouc of dace. Faced rich the requirautnC for smo~4n8 motivation i~e~s for inclusion in ~he'£orthcom~nK Project LIBRA (&) i.= vu decided ~o re£nves:~Ka~e the a=ea of smokLn8 ~oc~a~ion rather than assume that ~he ttcKennell LCenm u~.re most appropriate. ZC . "., ~uumb BAT Co LTD - MINNESOTA TOBACCO LITIGATION

-5- seemed likely that better alternat£ve wordings could be devised and thac new items, tapping mo~e contmmporst7 motivations, could be expected from a reconsideration of this area. England, Grease and Associates weEe commissioned to ~arry out the discussions among smokers. Recent qualitative work in connection with Operation Aquarius (5) provided a basis for a consumer brief to explore benefits expressed in consumer languaEe. ~THOD As a first staEe of enquiry, E.G.A. discussed the problem wlth all researchers who had carried out work on their behalf for B.A.T, and with the Eesearch@r who had completed the qualitative stake of Operation Aquarius. The McKannell questionnaire was issued to each of the qualitative r=searchers and their cou~mate were syntheslsed prior Co the start of the qualitative interv£ow~a$. Zntervi~LaZ took place durins December 1978 and January 1979 when nine discussion Iroups we=a held ~ lows low tO middle, middle, and middle tO hish/hiKh tar smokers all rased between 20 and 45 years. ~ota controls ware set by s~It,.,, eke, and social class and all respondents had co smoke two or more packened c£garetces per Say. Table 1 shows the composition of the nJ.na I;z'oups. J cr~ o",, BAT Co LTD - MINNESOTA TOBACCO LITIGATION

-6- TABLE I COH~OSZTEON OF qUALITATIVE GROUPS Gro,p 1 2 3 4 $ 6 7 9 Sex M F M P H F M F M S.E. Class A,B,C1,C2 CL,CZ De livt~y Band Low Lowz H.i.dd le (K.S.) Middle {Non-K. S. ) Middle Middle -" Hi ~hJHigh Brands of CiKmreccee Smoked Embassy Extra Mild, Embassy No. I Extra Mild, John Player K.S. V xcre Mild, Silk CuC K.S., Silk Cut No. 3, Silk CuC ReKular Cadets, Johu~ Player Carlton L.S., Marlboro, Peter SCuyvesant K.S., Piccadilly Tipped Beneon & HmdKe8 KoS.e Embassy No. 1 K.S., Players No. 6 K.S., Scare Erp~es8 555 K.S. Embassy RaKe1, Embassy T£ppe~, Players 14o. 6 ..... • i i , CapsrJn Full Scrmlgch, Park Drive Plain, Senior Service Plain, Woodbine RESULTS The ~lmCed qualina~ive work i~iicace~l ~hac there 8re three perceived elements in the 8mokinK process= (8) The positive end beae.~'£t:s or actual racJ.oz~l/mmocional reasons for amokLna; for exaaqpla, £n order Co raliGva boredom, aeelsC ralazaClon, etc. (b) Force of hablc, including the 14ihC£nl up o£ a c£Kacecce foc u~ p~rticular reason, where smokinK had become an uncontrollable b.abLc. (c) & physical need for a c4Karecce, atcrlbuced to a need for z£coCina and ohm experience of "wltbdrawa1" ef£ecCs if denied. ----" tJn r%D BAT Co LTD - MINNESOTA TOBACCO LITIGATION

These ~indings will be discussed in detail below but it: should be noted that there appeared to be no significant d££ferences in attitudes towards smoking baL~reen the di£ferent delivery band groups other than in the area of health vis-a-vis the lo~ tar groups. However. there did appear to be d/~ferences according to level of consumption. In this respect, whilst all three elements listed above appeared to be present amongst the 20 plus cigarettes per day smoker, the lighter smokers, not surpris~nKly, placed more emphasis on the perceived bene£its of smoklnK rather than nhe habit or physical need aspects. Conversely the very heavy smoke~s C40 plus per day) clearly were very aware of ~he habit and need elements aS well as using 8moklnK very much as a psychological "prop*'. • e~ceived Benegtts o£ Smoking Zt is worth pointing out here tha~ vhils~ smokers smoked in d£££erent sltuat£ons, t~e reasons for ~mokinK in these situations were often various so that any one situation often encompassed several d££ferent Botivat£ons for amokinK. Th~s t8 a conclusion which would not be readily drawn from the HcF, tnnell study ~3). Whi.le Relax~nK. One og the meet i~por~ant benefits oe smo.kinK appeared to be the relation derived. This was expressed £n terms of enjoyins a ciKarette v~m~ ~2du~7 and in a relaxed situation g~d ~s yex~y" dLf£etent £rom mnokinli Jan order 1:o ~e~ax or f:o become ~ess tense which ks &nothe= important aspect, dealt w£ch in the next section. 8uoketa all appeared to de=ire much enjoyment from smoking when in relaxed 8~uat~ons and these tended to be the favourite cigarettes where real pleasure was derived £rom the act 0£ smoking. Such situations included a£ter a meal. ~hich was seen to be extremely re~ardLng, social / CX~ BAT Co LTD - MINNESOTA TOBACCO LITIGATION

-8- gatherings such as coffee mornings, dinner parties, parries, dances, drinking at the pub (mninly £or men). Also enjoymenC derived from smoking when sitting donut in the evening a£cer the day's Casks are done, in a coffee break, 4n the ear/train/bus in the morning after rushing to leave the house, after sex (expressed more by men), and even in the bath. In order to become more relaxed. A very important motivating factor in smoking was Co reduce tension, depression, worry+ fear; that is, to become more relaxed. Whilst women were more often ready than men to admlt it, this was clearly a pr~ae £actor for both sexes, This aspect includes crisis situations, tension engendered by driving, children or general worry as well as non-specific tension, depression, unhappiness, ace. Zn such situations, smokers use a cigarette very ~¢h as • psychological support and as an alternaClve to alcohol or drugs. Indeed, the heavier smokers in particular were often w£1L~ to admit that they would noc be abte to cope with lift without cigarettes. In order Co relieve boredom. This would appear to be an i~portant factor in smoking. Thus, in boring situations (e.8. doing a routine, unlnteresc~ job, driving on a motorway, woaen at home with insufficient to do) smoking a cigarette gives the smoker something to do. 3ks a reward. Cigarettes were often used as • self-administered r~ard for dolng a difficult or uninteresting task, such as housework, gaucdening, decorat/~ag, or a job at work. .To "make a break". Allied to the reward role of cigarette smoking, cigarettes were often used to make a break between one r, ask and another. Zn • social situation. Smoklng in a social sir~atlou was a t~ne when very many respondenCs felt they smoked the most. However, the social situation itself covers several aspects and moclvatlons for smoking: ~J~ r~ BAT Co LTD - MINNESOTA TOBACCO LITIGATION