Tobacco Documents Online

SCXJ'FHAMP11DN ENGLAND BRITISH- AMERICAN TOBACCO COMPANY LIMI'I'ED l= me i This l: )nhl:lentml ~lporl is the property of Brltish-Arneri~mn Tobacco Company Limited, and must not be copied or shown to urmuthorised perso 0 6c5c0[ is ~ ! ~o LTD - MINNF_~TA TOBACCO LITIGATION

CIC;~-~ETTE $,'~O~'I_NC, liEALTI4 AND DISSOI~A!;CE: (PROJECT LIBRA) III: PSYCMOGRAPHIC DATA AND FURII4ER TOP-LI~ A~ALYSIS RE~ORT NC. RD.17~3-C 20.5.1980 AUTHOR: M. Oldman ISSUED BY: D.J. Wood PROG. REF.: 12.01.000 DISTRZBUTXON: Dr. L.C.F. Blackman CoDT No. I, 2, 3, & Dr. I.~. Hushes .... Dr. R.A. Sanford .... 6, 7 ~.M. Glbb. Esq. " " 8 ~.S. Wade, Esq- " " 9, I0, L| R.C. N£¢holls, Esq." " 12, 13 Herr E. Ri~tershaus " " ]& Dr. F. Seehofer " " 15 Dr. C.J.P. de Siqueirs " " 16 Mm. A.J. Kzusz.vnski " " 1 7 Dr. D.C. Fel~on .... 18 Libra~'y "' " 19, 10 COPY NO.: m O t:~ ~, I Co LTD - MINNESOTA TOBACCO LITIGATION

Group Research & Development Centre, Brltish-American Tobacco Co. Ltd., SOUTHAMPTON. 20th May 1980 ClGAKETTE SMOI:ING~ HEALTH Ak~ DISSOI;ANCE. (PROJECT LIBRA) III: PSYCHOGRAPHIC DATA AND FURTHER TOP-LINE ANALYSIS (Report No. RD.]7~3-C) SUMMARY AND CONCLUSIONS This report concludes the presentation of the baslc data recorded in Project LIBRA. Attention is focussed on the various psychographic items presenLed In the questionnaire and it is sho~ that, in respect of severs2 indices of individual difference, the responses are consistent with the behevioural and attitudinal characteristics of the subject ~roups defined previously. Further top-line categories of respondent are Identified and the data inspected with regard to the following: smoking and health concern amongst smokers, health concern amongst smokers and never-smokers, never- smokers and other people smoking, and smokers under pressure to quit smoking. The results confirm the general utility of the consonance/dissonance dimension but also indicate that further differentiation within the consonant/dissonant categories is likely to yield a more valuable se~entacion of the smoker population. m !-~ ~, I Co LTD - MINNESOTA TOBACCO LITIGATION

-2- INTRODUCTION In an earller report (l) it was suggested that an Indlvldua1's attitudes end behavlour re~ardlng his own health c0u]d he e~pected to be reflected in various indices of Indlvldual difference. It will be recalled that the Project LIBRA questlonnaire incorporated ~tems for the measurement of six parameters of individual dlf~erence: locus of control neuroticlsm anxiety ego strength soclsl desirability authoritarianism. Presentation of these data ~as cxcluded from the rcport dealing with the top-llne analysis (2) but is undertaken here together with inspection of some further pertinent top-line categories. For smokers in the LIBRA sample it was decided to distinguish, amonsst those who believe that smoking is harmful to health, between those concerned about their ovn hea2th and those who are not concerned about their o~m health. I~ ts also possible to compare and contrast the responses given by "health conscious" smokers with those given by "health conscious" never-smokers, and to diFtin~lJJsh, a~ongst never-smokers, between those concerned for their ovn health from other peopIe smoking and those not exprassing this concern. Those smokers under pressure to quit smoking are also identified end their dlstlngu~shlng charaeterlstlcs described. ~i~ ~, Co LTD - MINNESOTA TOBACCO LITIGATION

-3- This report, therefore, comprises the following sections: i. Psychographlc data. 2. Smoking and health concern amongst smokers. 3. Health concern amongst smokers and never-smokers. Never-smokers and other people smoking. 5. Smokers under pressure to quit smoking. As with the previous report of the top-l~ne analysis (2), the opportunity is taken to present the fullest description of the data obtained. Integration of these data, together with a more sophisticated analysis will be reported on later occasions. I. PSYCI~OGP.APHIC DATA For the purposes of tabulating the results to be discussed in this section, most of the orisina] primary top-line categories have hoen retained. No distinction is made at thls sta@e, however, between recent and established ex-smokers. The major categories are shown in Table I. ~T Co LTD - MINNESOTA TOBACCO LITIGATION w O r",o

TABLE 1 PRIMARY TOP-LINE CATEGORIES. V Deac rl pt ion Abbr evl a t ~on SM0J~ERS OF PACKETED CIGARETTES SMO De~ree of Consonance/Dissonance Highly consonant - have not tried to give up smoking cigarettes, nor seriously want to. Consonant Dissonant Highly dissonant - have tried to give up smoking cigarettes, but do not seriously =ant to. have not tried to give up smoking cigarettes, but seriously want to. h~x,e tried to give up smoking cigarettes, and seriously want to. HIC CON DIS ~ID EX-SMOKERS OF PACKETED CIGARETTES EXS NEVER-SMOKERS OF PACKETED CIGARETTES NEV In the proceeding analysis, the smoker sub-groups, ex-smoker and never-smoker samples are differentiated by sex. Reference to Table 2 will indicate the distributions by sex within the major categories. .m.m~ rk~ r-. ~ [ Co LTD - MINNESOTA TOBACCO LITIGATION

-5- TABLE 2 COHPOSITION OF PR~.HARY CATEGORIES BY SEX SHOKERS HIC (154) CON (213) DIS (56) HID (320) EX-S~O~RS (508) NEVER-S~O~RS (740) Male ! Female (%) !~ (Z) 69 J17 22 145 309 265 44.8 54.9 39.3 45.3 65.0 35.8 85 96 3~ 175 178 475 55.2 45.] 60.7 54.7 35.0 64.2 It I£ InteremClng to note that wlthln the gmoker category, only the consonant group has & preponderance of men. The distributions by sex for the ex-smoker and the never-smoker categories were set by quota. (s) Locus of Control The dlmenslon of locus of control (LoC) recognlses that some people have an Internal locus of control (~.e. they perceive themselves as hevlng consldersble influence in dezermlnlnE the course of their lives) whlle others are more externally (i.e. fatalistlcally) controlled. Thls paycholo~ical concept i~ related ~o SmokinS in ~=o principal ways. Firstly, people wlth an internal LoC are le~s likely to be cigarette smokers. Secondly, people with an external LoC who in fact do smoke are less l~kely than those pe0ple vlth an In~ernal LoC to successfully stop smoklnB• As measured by Rotter's scale (3), LoC has appeared to be a promlslng variable, both in terms of distingulshlng between smokers and non--smo|;ers, LJ~ x~D C~x ~ ~,! Co LTD - MINNESOTA TOBACCO LITIGATION

-6- and in predicted success in efforts to quit smoking. Investigations by James et el. (4) and Straits and Sechrest (5) showed smokers to be significantly more fatalistic than non-smokers. James et el. also found that male ex-smokers vere significantly more internal than other males, and Hjelle and C]ooser (6) found that external females were more likely to be smokers. Other studies have related Internallty to the successful reduction of smoking rates (7, 8). However, several studies have yielded contrary results (9, ]0, 11, 12, 13 and ]4). It has been suggested that the failure to consistently find a significant relaclonshlp between LoC and smoking hehavlour is due to inadequacies of the LoC s=ale in ~asuring ~elf-contro! (25). llowever, since Rotter's scale has ~een found to measure several factors rather than a unldlmenslonal trait (16, ]7 and 18), the discrepancies among previous flnd~ng~ may be due to the existence of a relatlonship between smoking and only some of the factors of the 1~)C scale, with variance on the other factors occasionally functioning to obscure the relationship. It has Eenerally been assumed that smokers score externally on thls scale because of their presumed lack of "~lll-power" or self control (evidenced by their inability to quit). Indeed, s study by Mlott and Mlott (19) showed Chat individuals vho stopped smoking were more internally controlled than those who smoked or never smoked. At a Erase level, the data from the present research would appear to support tbls latter conclusion. Although no estimates of statistical significance are made at the present time, the mean LoC scores for smokers (12.95), eo~-smokers (12.86) and never smokers (12.93) are tending Co accordance with Hlott and Hlott's conclusions. w C !~ ~! ~o LTD - MINNESOTA TOBACCO LITIGATION

-7- From other researches mentioned above, it might also be expected that male ex-smokers were more internal than other maIes. At the present level of anaiysts this hypothesis Is only p~rt£ally supported. From Table 3, it can be seen that male ex-smokers are more Internal only In relation to the two consonant groups (HIC, C~). Those expressing the vtsh to quit smo~:ing (The highly dissonant and dissonant groups) are relatively more internal th~n the ex-~moher ~les group. TAELE 3 MEAN LOCUS OF COI~TROL SCORES SNORERS HIC CON DIS HID EX-SMOKERS IAll Male ; Female ]2.95 NEVER-SMOKERS 12.86 12.93 12.75 13.05 12.32 12.55 12.69 12.91 12.86 13.65 12.59 13.09 13.19 12 • 9/~ It would seem reasonable to assign the greatest relative externality to the consonant smoker since he/she has attempted to qu£t £n the past but no longer expresses the wish to do so. For both male and female smokers the highest mean LoC score (i.e. greatest externality) is, in fact) obtalned by the consonant category- The lowest mean scores were recorded in respect of the dlssonan~ group. Thls Is somewhat surprlslng in vlev of thelr e.rller characterlsat|on (2) as indulgent smokers who, more than any other O ~ l Co LTD - MINNESOTA TOBACCO LITIGATION

-8- sub-group, adm£c to smoking out of habit and because c£garettes are belng handed around. After studying smokers' perceptions of the dangers of smoking, Poss (20) concluded that many smokers do not belteve that smoking Is dangerous enough to be a cause of death. In other words, many people may start smoking, or not try to quit once they have stRrted, because they believe they have no reason to ~void the hRhtt. This suggests that many smog:era have not £n~ernalized the belief that smoking is a ltfe-thre~tentng behaviour. Of the presen~ ~ample of 746 smokers, 346 (i.e. ~6~) e~;pr~ssed the belief that smoking is harmful to health. Of these, b6% were very/quite concerned for their own health and the remainder were not very/no~ at all concerned for their o~ health. For these two groups the mean LoC scores were ]2.85.nnd 12.g3 re~peetlvcly. ~]~t thi~ dlfferet~ce I~ un]Ike]y to be ststisttc~lly significant, the direction of the difference supports Foss' ~ee tha~ ~he more fataZistlc a smoker is. despite scknow~edging the health risk attached to smoking, the less ~lkely he is to express concern for his o~m health. (b) Neurotlclsm The items used to measure neuroticis~ were ~hose developed by Eysenck (21). The results obtained in the present s~udy are shnwn in Table 4. q t~ ~I :o LTD - MINNESOTA TOBACCO LITIGATION