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........ ~ STUDY

GOOD MORNING GENTLEMEN= THE FIRST TOPIC OF TODAY'S MEETING IS THE 1982 SMOKING ...... -:.~:~:~: ATTITUDES ~STUDY.. ~. ; So ~D....~...~!~.~.BELIEVE.. PROX~I.pE~.~~ CRITICAL INSIGHTS INTO THE PROBLEMS FACING THE TOBACCO INDUSTRY AND R JR. MUCH OF THE CREDIT FOR THE STUDY YOU WILL BE SEEING HAS TO_,BE~iSHARED..WITH MEMBERS OF-PUBLIC AFFAIRS, RESEARCH AND DEVELOPMENT, THE LAW DEPARTMENT, ~AND THE MARKET INS~ DE~PARTMEN'~I~I.I/' THEY PROVIi~~~Y~'~~JT AND COUNSEL FOR THE STUDY. (SLIDE~-#I) OUR INITIAk OBJECTIVE,IN~CONDBCTING.T IS STUDY. WAS ACHIEVE A BETTER UNDERSTANDI'~G OF"PUBLIC ATTITUDES TOWARD SMOKING, THE KEY COMPONENT~?~HAT MAKE UP THOSE ATTITUDES. MORE SPECIFICALLY, WE WANIED TO UNDERSTAND IHE KEY COMPONENTS THAT DIFFERENTIATE SMOKERS FROM NON-SMOKERS, THEIR ATTITUDES AND BELIEFS HELD WITH REGARD TO SMOKING AND HEALTH, THE DYNAMICS OF SOCIAL ACCEPTABILITY AND THE CURRENT IMAGE OF"iHE S~OKING CUSTOM AND THE INDUSTRY. IN

TODAY'S PRESENTATION, WE HAVE DRAWN UPON MANY SOURCES. WE HAVE USED YANKELOVICH, ROPER, AND INTERNAL MDD INFORMATION TO HELP US UNDERSTAND THE ~LIMATE. SURR~OUNDING SMOKING. HOWEVER,. MOST RESUL.T~,~,.y.OU~WILL~BE~~SE~I~NG~IOD./L,~RESULT~.,- ~.~:,~.?..~.~.,~,,~w~:~ DIRECTLY FROM THE MDD SMOKING ATTITUDE STUDY. (SLIDE #2) "~ . :THIS ~STUDY~WAS~ COMPLE'TEI~i;R~XWO~PHAsE~;~I~ ~I'AYI VE::~~'~~~;~'~ PORTION CONSISTING OF FOCUS GROUPS AND IN-DEPTH INTERVIEWS WAS USED TO FORMULATE INITIAL HYPOTHESES ABOUT THE TOPIC AREAS WE WANTED TO INVESTIGATE. THIS WAS FOLLOWED BY A QUANTITATIVE STUDY CONSISTING~OF 500 SMOKERS, 500 FORMER SMOKERS, AND 500 ADULTS WHO HAVEINEVER SMOKED. I SHOULD POINT OUT THAT GOING INTO THE QUANTITATIVE PORTION OF THIS STUDY, WE EXPECTED.TO SEE BROAD ATTITUDINAL DIFFERENCES BETWEEN FORMER SMOKERS AND THOSE WHO HAVE NEVER SMOKED. WE WERE SURPRISED TO FIND THAT THE TWO GROUPS WERE NOT ESSENTIALLY DIFFERENT FROM ONE ANOTHER. AS A GROUP, FORMER SMOKERS APPEAR TO BE QUITE SIMILAR IN THEIR ATTITUDES TO THosE WHO HAVE NEVER SMOKED.

(SLIDE #3) I WILL BE COV, ERING FOUR T~PIC AREAS IN TODAY'S PRESENTATION I WILL..BEGIN WITH THE..DI~SCU.SS!.QN. OF DIFFERENTIATES A SMOKER' FROM A NON-SMOKER. SECONDLY, I " ~~ WILL DISCUSS ATTITUDES REGARDING SMOKING AND HEALTH SPEAKING DIRECTLY TO THE AREAS OF PRIMARY HEALTH AND PASSIVE SMOKE. THIRDLY, I WILL COVER THE DYNAMICS SgRROUNDINB~THE~ SOC:]A~AcCEPTABI[ITY-'OF~;SM~ING~'~ .... ~ .... ..~o~~ FOURTHLY, I WILL DISCUSS THE CURRENT IMAGES THAT EXIST FOR SMOKING AND THE TOBACCO INDUSTRY. LASTLY, I WILL SUMMARIZEWHAT I BELIEVE ARE THE KEY POINTS TO BE DRAWN FROM THIS STUDY. (SLIDE #~) LET'S BEGIN WITH A DISCUSSION OF SMOKERS VERSUS NONSMOKERS. DEMOGRAPHICALLY,. SMOKERS ARE MORE LIKELY THAN NON-SMOKERS TO HAVE EXPERIENCED CHANGE IN THEIR LIVES. THEY ARE MORE LIKELY TO BE SEPARATED OR DIVORCED~ TO HAVE BOUGHT A HOUSE, HAD A CHILD, OR GOTTEN MARRIED IN THE PAST

TWO YEARS. THEY ARE ALSO MORE OFTEN OLDER AND MORE DOWNSCALE IN OCCUPATION AND INCOME. CONVERSELY, SMOKERS ARE LESS LIKELY TO BE EMPLOYED IN PROFESSIONAL OCCUPATIONS, HAVE COLLEGE EDUCATIONS, OR A ~.; HIGH INCOME. (SLIDE #6) WITH RESPECT TO THEIR VALUES AND ATTITUDES, SMOKERS ARE MORE LIKELY TO FEEL USED IN THEIR DAILY LIVES ON THE JOB AND BY SOCIEIY. SINCE THEY ARE MORE LIKELYTO FEEL USED BY OTHERS, THEY BELIEVE THAT THEY HAVE MORE THAN THEIR FAIR SHARE OF WORRIES. SMOKERS ARE ALSO MORE LIKELY TO FEEL THAT THEY ARE MORE OFTEN UNDER PRESSURE TO MEET DEADLINES. AND THEY ARE ALSO MORE LIKELY TO ACT QUICKLY AND HAVE A READY ANSWER. THESE LAST TWO POINTS MAY IN FACT BE REFLECTIVE OF THE WORRIES AND PRESSURES THEY FEEL EXIST IN THEIR LI~ES.

(SLIDE #7) ON THE OTHER SIDE OF THE EQUATION, SMOKERS ARE LESS LIKELY THAN NON-SMOKERS T6 FEEL COMMITTED TO MEASURES WHICH :ENSUREJGOOD HEALTH'AND'ARE LESS LIKELY~TO BE MORALISTIC OR DIFFERENTIATE SHARPLY BETWEEN RIGHT AND WRONG. ANOTHER WAY, THEY ARE NOT STRAIGHT ARROWS. STATED WITH REGARD TO THE POLITICAL ORIENTATION OF SMOKERS, SMOKERS ARE MUCH LESS LIKELY THAN NONSMOKERS TO BE A REGISTED VOTER. IN THE STUDY WE FOUND THAT 29% OF SMOKERS SAID THEY WERE NOT REGISTERED TO VOTE COMPARED TO 18% OF NONSMOKERS. CONSISTENT WITH THEIR LOWER VOTER REGISTRATION THEY ALSO FEEL LESS INCLINED TO BECOME INVOLVED IN POLITICAL ISSUES. (SLIDE #9) IN SUMMARY, WE FOUND SOME VERY REAL DIFFERENCES BETWEEN

SMOKERS AND NONSMOKERS. WE FOUND THAT THEY'RE DIFFERENT DEMOGRAPHICALLY, ATTITUDINALLY, AND POLITICALLY. (SLIDE #I0) " '- ~ ' ' ~ ~'.~C' ~'~-.~ , ~"~ ~,~'~ ~ " . .~'.~ " ~ *. ' : " ~ ~ ' IN TOTAL, WE FEEL THAT THREE COMPONENTS SEEM TO EXPLAIN THE MAJORITY OF DIFFERENCES BETWEEN SMOKERS AND ~ORSMOKERS. THESE THREE COMPONENTS ARE STRESS, HEALTH, TO BELIEVE HE IS UNDER GREATER STRESS THAN A NONSMOKER." SMOKERS HAVE LESS OF A HEALTH ORIENTATION THAN DO NONSMOKERS, AND FINALLY, SMOKERS SEEM TO DISCRIMINATE SHARPLY BETWEEN RIGHT AND WRONG. (SLIDE #11) NEXT, LET'S TURN TO WHAT WE KNOW ABOUT THE SMOKING AND HEALTH ISSUE. THE TOPIC OF SMOKING AND HEALTHIS AN ISSUE THAT HAS PLAGUED INDUSTRY FOR DECADES. / (SLIDE #12) I - ', ~,, .,--k'~-,_.."

THE FIRST POINT THAT'S CRITICAL TO MAKE ABOUT SMOKING AND HEALTH IS THAT THE OVERWHELMING MAJORITY OF ADULTS, 90%, IN FACT, BELIEVE THAT SMOKING AFFECTS LONGEVITY. THIS LEVEL OF BELIEF HAS. BEEN CONSISTENT FOR THE PAST EIGHT ,,-~,~,YEARS~,AND~IS NOT.TOA~~ARGEDEGREE~DIFFERENT~~ET~EEN~ .... SMOKERS ~ND NONSMOKERS. ADDITIONALLY, PEOPLE FEELTHAT THEY CURRENTLY KNOW ENOUGH ABOUTTHE SMOKISG A~DHEAL, H ISSUE. THE PERCENTAGE OF PEOPLE WHO CURRENTLY BELIEVE THEY KNOW ENOUGH ABOUT THE 1970. (SLIDE #14) LET'S NOW TURN TO A MORE SPECIFIC DISCUSSION ABOUT THE PRIMARY HEALTH ISSUE.

(SLIDE #15) THE PRIMARY HEALTH ISSUE IS CRITICAL TO OUR INDUSTRY SINCE IT IS THE PRIMARY REASON WHY PEOPLE QUIT SMOKING. AS YOU CANSEE<FROM ThlS' CHART3 COMMENTS RELATING TO HEALTH AS;A REASON FOR QUITTING CONSTITUTE THE MAJORITY OF RESPONSES. (SLIDE #16) THE PRIMARY HEALTH ISSUE IS A DUAL-EDGED SWORD SINCE SMOKING IS SEEN AS REPRESENTING BOTH SHORT-TERM AS WELL AS LONGER-TERM HAZARDS TO SMOKERS. (SLIDE #17) WE ASKED SMOKERS A SERIES OF QUESTIONS WHICH RELATED TO PERCEIVED SHORT-TERM HAZARDS OF SMOKING. AT A VERY HIGH LEVEL BOTH SMOKERS AND NONSMOKERS AGREED THAT SMOKERS WHO QUIT WOULD FEEL BETTER PHYSICALLY, THAT PREGNANT WOMEN SHOULDN'T SMOKE,.AND THAT SMOKERS COUGH A LOT MORE THAN

NONSMOKERS. (SLIDE #18) WITH RESPECT TO THE LONG-TERM HAZARDS OF SMOKING; PEOPLE BELIEVE THAT THERE IS EVIDENCE THAT SMOKING IS HAZARDOUS TO A SMOKER'S HEALTH AND THAT CIGARETTES THEMSELVES ARE A MAJOR SOURCE OF CANCER. (SLIDE #19) WHILE THE NEWS ABOUT PRIMARY HEALTH IS LARGELY NEGATIVE, IT WOULD BE MISLEADING IF I DIDN'T PUT IT IN PERSPECTIVE. WHILE PEOPLE CERTAINLY. BELIEVE THAT SMOKING CIGARETTES IS RISKY, THEY ALSO CONSIDER IT TO BE A REASONABLE RISK. (SLIDE #20) WE ASKED PEOPLE, "RELATIVE TO OTHER THINGS, HOW RISKY IS CIGARETTE SMOKING." THEY TOLD US THAT SMOKING IS CERTAINLY MORE RISKY THAN SUCH THINGS AS DRINKING COFFEE,