Tobacco Documents Online

........ ~ 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,

USING SACCHARIN AND DRIVING WITHOUT A SEATBELT. HOWEVER, THEY ALSO VIEW SMOKING AS A LOT LESS RISKY THAN TAKING ILLEGAL DRUGS OR RIDING A MOTORCYCLE WITHOUT A HELMET. VERY IMPORTANTLY, T~EY FELT THE ~ISK THEY WERE TAKING~BY~.,~ SMOKING WAS EQUIVALENT TO SUCH THINGS AS DRINKING ALCOHOL, LIVING IN A POLLUTED CITY, EXCEEDING THE SPEED LIMIT AND OVEREATING. THIS SENSE OF RELATIVE RISK IS IMPORTANT BECAUSE IT HELPS US UNDERSTAND WHY PEOPLE CONTINUE TO ..SMOKE IN SPITE~OF,.WHAT~rTHEY;~BELIEVE~CONSTITUTES"~"~'~:~~'~'~'~ OYER~HELMING EVIDENCE IN SUPPORT OF THE HEALTH CASE AGAINST SMOKING. (SLIDE #21) NEXT, LET'S TURN TO A DISCUSSION OF PASSIVE SMOKE. IT IS SLIGHTLY DIFFERENT.IN NATURE BUT CERTAINLY POSES A VERY SIGNIFICANT PROBLEM FOR OUR INDUSTRY. (SL I DE #22) TWO PRIMARY POINT~ NEED TO BE MADE ABOUT PASSIVE SMOKE.-.

FIRST OF ALL, PASSIVE SMOKE IS BELIEVED BY THE MAJORITY OF ADULTS TO BE HAZARDOUS TO NONSMOKERS. SECONDLY, THIS BELIEF IS CONTINUING TO GROW. (SLIDE #23) SHOWN ON THE CHART, IS THE PERCENTAGE OF ADULTS WHO SMOKE ;. BELIEVE THAT PASSIVE SMOKE IS HARMFUL. AS YOU CAN SEE . ... ~ .... .~,,~. • 74% OF NONSMOKERS"~BE~IEVE'~THIS' AND~'q9~ OF SMOKERS BELIEVE !- THE PASSIVE SMOKE MYTH. THIS BELIEF AMONG BOTH GROUPS BAS GROWN SIGNIFICANTLY AND CONSISTENTLY SINCE 1974. (SLIDE #24) WHILE, PASSIVE SMOKE IS BELIEVED TO BE UNHEALTHY TO NONSMOKERS, JUST AS IMPORTANTLY, IT'S ALSO SEEN AS IRRITATING. IN THE STUDY, WE ASKED PEOPLE IF SMOKE FROM OTHER PEOPLE'S CIGARETTES IS MORE A FORM OF IRRITATION TO THE NONSMOKER RATHER THAN A HEALTH RISK. OF ALL ADULTS, 53% IN TOTAL AGREED THAT IT WAS MORE A SOURCE OF IRRITATION. NOT"SURPRISINGLY THIS PERCENTAGE WAS HIGHER

SI S33V~d 3lqSfld N[ 9NI~OWS 9NII31~IS3~ ~Od IN3Wfl9~V 1S39N0~1S 3H1 1VH1 SI 3~3H 30VW 3~ 01 INIOd INVI~OdW[ 3H1 (gz# 3~IIS) "S~3~OWSNON O1 S~3~OWS BO S~SI~ HIIV3H ~3A133~3~ 0NV NOIlVlI~I ~3A133~3~ 3H1 N33MI3B I17~S N3A3 17~IV3 V 33S 01 ~N31 3M 3IlHM "S~3HOWSNON ~03 9NIHIV3~8 NI 37B~0~I Q3S~V3 II ~31VDI~NI OSlV ~3H1 "H17V3H ~01 ~0~ QVB 1S~F SVM lI ~31V31QNI SIN3~NOdS3~ 3HI ~0 %gz "IW3N39 NI HIIV3H 9NIQ~V93~ SIN3WW03 31glO3dS QVH OSlV X3HI "S~3~OWSNON Q3~3HtOBNIVqd ISgC 3~OWS tVHI gNV "S~3~OWSNON 33~93~ HgIH V ~3MOHS S3SNOdS3~ 3H1 "S~3~OWSNON Q3133~V 3~OWS 3113~V913 MOH SISVB Q3QN3-N3dO NV NO G3~SV OSlV ~B (SZ# 3~IIS) • S~3HOWSNON ONV S~3~OWS 9NOWV

HEALTH. (SLIDE #27) AS AN EXAMPLE, WE ASKED WHAT PEOPLE CONSIDER TO BE THE STRONGEST ARGUMENTS FOR THE RESTRICTION AND REGULATION OF SMOKING. THE MAJORITY OF RESPONSES WE OBTAINED RELATED TO THE HEALTH RISK FOR NONSMOKERS. THESE ARGUMENTS ARE UNDERSTANDABLEI:$1NCE HEALTH ITSELF IS A MORE SOCIALLY GRACEFUL AND ARGUABLE REASON FOR RESTRICTING PUBLIC SMOKING THAN IS THE IRRITATION FACTOR. (SLIDE #28) IN SUMMARY, WE'VE SEEN THAT THE PRIMARY HEALTH CASE AGAINST SMOKING IS.GENERALLY BELIEVED BY THE PUBLIC, AND THAT NEITHER SMOKERS NOR NONSMOKERS FEEL THEY NEED MORE INFORMATION ON THE TOPIC. SECONDLY, WE'VE SEEN THAT SMOKING IS BELIEVED RELATED TO BOTH SHORT-TERM AS WELL AS LONG-TERM EFFECTS. AND FINALLY, WE HAVE FOUND THAT WHILE THE CASE AGAINST~IGARETIES IS WIDELY BELIEVED, SMOKING IS

SEEN AS SIMILAR TO OTHER RISKS PEOPLE TAKE DURING THEIR NORMAL DAILY ACTIVITY. WITH REGARD TO FASSIVE SMOKE, WE'VE SEEN THAT THE BELIEF THAT PASSIVE SMOKE IS A HEALTH HAZARD IS GROWING. SECONDLY, PASSIVE SMOKE SERVES AS A SOURCE OF BOTH ~,I RR ITAT ION~ AND ~ HEALTH, HAZARDS~.TO~:NONSMDKERS~, AND FINALLY~~ THE HEALTH ARGUMENT RELATING TO PASSIVE SMOKE CONSTITUTES THE STRONGEST ARGUMENT FOR THE REGULATION OF PUBLIC SMOKING. • , (SLIDE #~0) :~ NEXT, LET'S TURN TO THE THIRD TOPIC AREA OF TODAY'S PRESENTATION--SOCIAL ACCEPTABILITY. (SLIDE #31) IT'S HARD TO OVERSTATE THE IMPORTANCE OF SOCIAL

- ACCEPTABILITY. TO UNDERSTAND JUST HOW IMPORTANT SOCIAL ACCEPTABILITY IS TO SMOKING ITSELF, I NEED TO REFER BACK TO THE 1981 SEGMENTATION STUDY. IN THAT STUDY, WE IDENTIFIED SOCIAL INTERACTION AS~.ONE 01::, AND PROBABLY.,.:TBE, PRIMARY BENEFIT PEOPLE RECEIVE FROM SMOKING. (SLIDE #32) CIGARETTES ARE~ USED BY.'PEOPLE~TO MAKE THEMSELVES~FEI~~~.¢'' COMFORTABLE AROUND OTHERS. THEY ARE USED IN THOSE SITUATIONS .WHEN THEY ARE TRYING TO MAKE FRIENDS,, AND AS A MEANS OF FEELING MORE MATURE AND ATTRACTIVE TO OTHERS. AS SOCIAL ACCEPTABILITY DECLINES, IT THREATENS THIS PR1MARY BENEFIT OF SMOKING. THIS THREAT TO SOCIAL INTERACTION IS A VERY REAL ONE, SINCE SOCIAL ACCEPTABILITY IS IN FACT DECLINING. (SLIDE #33) TODAY MORE THAN EVER BEFORE SMOKERS ARE FEELING SELF-CONSCIOUS ABOUT PUBLIC SMOKING.',~

(SLIDE #34) AS SHOWN IN THE CHART, 78% OF ALL SMOKERS SAY THEY EITHER ~ • ', D ] REC TL Y, :0 R~. I ND l REC'T L y~ SEEK,~PERM ] SS l ON~ T O- SMOKE~ ~ W HEN~THE.Y.~ ~~ -~~ ~!~ ~,c~.'.~~~ , , -. ,,~ , ..... : . , ~ . ARE INDOORS. THE TREND FOR THIS BEHAVIOR HAS INCREASED i~ QUITE SIGNIFICANTLY IN THE PAST FOUR YEARS. (SLIDE #35) THIS BEHAVIOR ITSELF IS A DIRECT RESULT OF BOTH SMOKERS" AND NONSMOKERS BELIEVING THAT SMOKING IN SOCIAL SITUATIONS IS NOT GENERALLY ACCEPTABLE. WE ASKED PEOPLE MANY QUESTIONS REGARDING THE DEGREE TO WHICH SMOKING IS ACCEPTABLE. (SLIDE #36) WE FOUND IN TOTAL THAT PEOPLE BELIEVE IHAT MOST PEOPLE OBJECT TO OTHERS SMOKING AROUND THEM. THIS IS TRUE AMONG BOTH SMOKERS AND NON-SMOKERS. ALSO AMAJORITY OF PEOPLE, BOTH SMOKERS ANDNON-SMOKERS AGREED THAT YOU ARE MORE oO

ACCEPTABLE IN TODAY'S SOCIETY IF YOU DON'T SMOKE. FINALLY, AND QUITE SURPRISINGLY, A SIGNIFICANT PERCENTAGE OF PEOPLE AGREED THAT PEOPLE SMOKING AROUND THEM MAKES THEM• .. FEEL •VERY... .UNCOMFORTABLE. . . • FIFTY. PERCENT OF NONSMOKERS FEEL THIS WAY AND EVEN 8% OF SMOKERS AGREE WITH THIS STATEMENT• " (SLIDE AS WE SAW PREVIOUSLY, NONSMOKERS' CONCERNS ABOUT SMOKING RELATE TO BOTH THE PASSIVE SMOKE HEALTH RISK AND THE IRRITATION AND ANNOYANCE OF SECONDARY SMOKE. WHILE THE PASSIVE SMOKEHEALTH ISSUE IS PRETTY STRAIGHT FORWARD, IT IS HELPFUL TO EXPLORE THE SPECIFICS OF IRRITATION AND ANNOYANCE FURTHER. (SLIDE WE FOUND IN OUR RESEARCH THAT EXHALED, SIDE STREAM SMOKE AND THE ACCOMPANYING SMELL ARE KEY IRRITATING ELEMENTS OF CIGARETTES. WE A~KED A NUMBER OF QUESTIONS THAT DEALT

VIITH THE KINDS OF IRRITATION THAT ARE ASSOCIATED WITH CIGARETTE SMOKE. WE DISCOVERED THAT THE VAST MAJORITY OF PEOPLE BELIEVE THAT CIGARETTE SMOKE MAKES THEIR'CLOTHES AND HAIR SMELL. THEY ALSO AGREED THAT IN CONFINED PLACES CIGARETTES OFTEN Y--~A ER."EES W T ~~-~ "~~"" ' " .... '~'-'~'~;'MAKE THEIR THEY AGREED THAT CIGARETTE SMOKE DOES NOT SMELL GOOD TO THEM AND THAT SMOKING OFTEN CAUSES EXTRA HOUSE...CLEANING. (SLIDE #4O) THESE PROBLEMS ASSOCIATED WITH SMOKING ARE CERTAINLY NOT NEW. THEY MUST BE.AS OLD AS THE SMOKING CUSTOM ITSELF. (SLIDE #41) WHAT IS NEW IS THaT MORE AND MORE ACTION IS BEING TAKEN

AGAINST SMOKING. AS WELL AS DIRECT. THIS ACTION IS BOTH INDIRECT IN NATURE NONSMOKERS ARE TAKING INDIRECT ACTION IN A VARIETY OF WAYS. 55% OF NONSMOKERS CURRENTLY DO NOT DISPLAY ASHTRAYS IN THEIR HOMES. 52% MAY COUGH OR MAKE SOME GESTURE TO -~ ...... ,~:~ ..... !~,:.;! ..... DISCOURAGE:SMOKING AND 48%SAYTHEY MOVE AWAY WHEN SOMEONE SMOKES AROUND THEM. (SLIDE #43) AS FAR AS DIRECT ACTION IS CONCERNED, WE FOUND THAT 36% OF ALL PEOPLE HAVE ASKED SOMEONE TO PUT OUT OR NOT LIGHT UP A CIGARETTE. I MIGHT ADD THAT THE 36% INCLUDES 42% OF NONSMOKERS AND 24% OF SMOKERS. WITH RESPECT TO WHO'S MORE LIKELY TO TAKE DIRECT ACTION, WE FOUND THAT STRANGERS AND CHILDREN ARE THE MOST LIKELY GROUPS TO REQUEST THAT A SMOKER NOT SMOKE. WEALSO FOUND THAT ADULTS BETWEEN THE AGES OF 18-34 ARE THE MOST DEMOGRAPHICALLY ACTIVE

ANTI-SMOKING GROUP. (SLIDE #44) WE DISCOVERED THAT SMOKERS ARE ASKED NOT TO SMOKE IN A VARIETY OF PLACES. THEY ARE ASKED TO RESTRICT" THEIR SMOKING IN THE HOME, IN CARS,.IN RESTAURANTS AND EVEN AT WORK. (SLIDE #45) IN FACT, MANY SPECIFIED NONSMOKING AREAS NOW EXIST AT WORK ~ND EVEN AT HOME. (SLIDE #46) IN SMOKERS' HOMES, 34% HAVE NO SMOKING AREAS AND 9% OF SMOKERS DON'T SMOKE AT HOME. (SLIDE #47)

AT WORK THE SITUATION IS MORE SEVERE. WE FOUND THAT 60% OF ALL WORKERS HAVE SOME SORT OF SMOKING RESTRICTIONS AT THEIR PLACE OF WORK AND A FULL 22% OF SMOKERS DON'T SMOKE AT~ ALl, ATe,, WORK ...... THE+ EFFE~T~ ON ~I NDUSTRY~VOEUME~i AS'~;A~, OF THESE RESTRICTIONS IS OBVIOUS. (SLIDE #48) WE WANTEDTO DETERMI~E~WBICHFACTORS DEFINEPERMISSABLE SMOKING AREAS IN MOST PEOPLE'S OPINION. OVERALL IT SEEMS THAT PERMISSION TO SMOKE DEPENDS ON TWO PRIMARY FACTORS. ONE IS TERRITORY AND ONE IS CONFINEMENT OF SPACE. (SLIDE #~9) AS A PARTICULAR TERRITORY IS DEFINED AS BELONGING TO THE SMOKER WE FOUND THAT SMOKING IS PERMISSIBLE IN A VARIETY OF PLACES INCLUDING SMOKERS' HOMES, SMOKERS' CARS, AND SMOKERS' OFFICES OR WORK AREAS. MOST PEOPLE AGREED THESE WERE PERMISSIBLE SMOKING AREAS.

(SLIDE #50) ON THE OTHER HAND, WHEN THE TERRITORY WAS DEFINED AS BELONGING TO THE NONSMOKER,. SMOKINB,,WAS~ NOT~,~ PERMISSIBLE IN NONSMOKERS HOMES WHERE ASHTRAYS WEREN'T • PRESENT, IN NONSMOKERS CARS, OR IN NONSMOKERS' OFFICES OR WORK AREAS. CONFINEMENT OF SPACE WAS FELT TO BE A CRITICAL ELEMENT IN TERMS OF DEFINING SMOKING AS ALMOST UNIVERSALLY PERMISSIBE IN OUTDOOR SITUATIONS SUCH AS PUBLIC EVENTS. SMOKING WAS CONSIDERED TO BE FAR LESS ACCEPTABLE~ HOWEVER, IN INDOOR PUBLIC SITUATIONS. (SLIDE #52) LET'S NEXT TURN TO AN ISSUE THAT IS AT THE HEART OF THE SOCIAL ACCEPTABIITY QUESTION. THAT IS THE ISSUE OF PUBLIC RESTRICTIONS AND"REGULATIONS.

(SLIDE THE FIRST CONCLUSION THAT RESULTED FROM THE RESEARCH WE CONDUCTED IS,,~THAT A MAJORITY.,~OF~AL~,~ADUbTS~WANT~SMOKINB RESTRICTIONS IN PUBLIC PLACES. (SLIDE #54) WE ASKEDPEOPLE IFTHEY WOULD'VOTE FOR LEGISLATION THAT WOULD RESTRICT PUBLIC SMOKING. OF ALL ADULTS, 66% AGREED THEY WOULD .VOTE FOR SUCH LEGISLATION. EVEN 44% OF NONSMOKERSAGREED WITH THIS STATEMENT. (SLIDE #55) WHAT WAS EVEN MORE SURPRISING FOR US TO FIND OUT WAS THAT SMOKERS WHO CURRENT LIVE IN ~EGULATED AREAS WANT RESTRICTIONS MORE THAN DO SMOKERS WHO LIVE IN NON-REGULATED AREAS. (SLIDE #56)

AS AN EXAMPLE, WE ASKED SMOKERS IF THEY FELT SMOKING RESTRICTION SHOULD EXIST IN RESTAURANTS. OF SMOKERS LIVING IN REGULATED AREAS, 79%.,AGREED WITH THIS!STATEMENT VERSUS ONLY 36%0F SMOKERS.LI:I~G~IN NON-REGULATED~AREAS,,~: IT IS EASY TO UNDERSTAND WHY THIS SENTIMENT EXISTS. SMOKERS FEEL LESS SELF-ASSURED ABOUT PUBLIC SMOKING THAN EVER BEFORE AND BY HAVING STRICTER REGULARATORY LAWS, THEY HAVE A TIGHTER DEFINITION OF WHAT CONSTITUTES THEIR TERRITORY,~ ASiARESULT; REGtlIIAT~fO~I~HELPS SMOKERS ~: ' OVERCOME MANY OF THE SOCIAL CONFRONTATIONS THEY HAVE EXPERIENCED IN RECENT YEARS. THIS IS NOT TO SAY THAT WE ENDORSE SMOKING REGULATION. IN FACT, WE ARE STRONGLY OPPOSED TO SUCH REGULATION. THIS REGULATION ONLY SERVES TO FURTHER POLARIZE SMOKERS AND NONSMOKERS. (SLIDE #57) THIS POLARIZATION OF SMOKERS IS NOW OCCURRING IN BOTH LIVING AND SOCIAL SITUATIONS IN THIS COUNTRY. (SLIDE #58)

C DECLINING OF SOCIAL ACCEPTABILITY OF SMOKING, SM_~~FROM NONSMOKER.~ H~.~VE. BECOME MORE SEPAR~ AS AN EXAMPLE CONSIDER THE FOLLOWING, 65% OF ALL SMOKERS LIVE IN HOUSEHOLDS THAT CONTAIN NO NONSMOKERS, AND SMOKERS ARE TWICE AS LIKELY AS NONSMOKERS TO SAY THEIR FRIENDS. SMOKE OVER TIME, AS A RESULT~)OF...,gE~ULAIION (SLIDE #59) IN SUMMARY, WE'VE SEEN THAT SOCIAL ACCEPTABILITY IS IN FACT RAPIDLY DECLINING. WE'VE ALSO SEEN THAT PASSIVE SMOKE AND THE IRRITATION AND ANNOYANCE FACTORS ASSOCIATED WITH SMOKING ARE TWO KEY DETERMINENTS IN THE DECLINE OF .b'~v~~.,~.~ sO~ ACCEPTABILITY. WE'~~T THE StrOKE FRO~ CIGARET~E-~'~D'--~E'-ACeOMP~~~G---'~'~I~6L~ASSOCIATED WITH #p,m~t_ h. ') \ CIGARETTE SMOKE.ARE THE MAIN IRRITXTION AND ANNOYANCE / ...___.~/ PROBLEMS ASSOCIATED WITH SMOKING. (SLIDE #60) WE HAVE SEEN THAT DISAPPROVAL IS INCREASING. PEOPLE ARE

A

~SLIDE # 63) I'LL SIART BY COVERING THE IMAGE OF THE SMOKER. (SLIDEi#6q). i WE'RE ALL WELL AWARE OF THE POSITIVE AND GLAMOUROUS IMAGE OF SMOKING THAI EXISTED DECADESAGO~ MOVIE STARS, SPDRTS HEROES, AND OTHER PUBLIC FIGURES HELPED REINFORCE THIS IMAGE. (SLIDE #65) IT'S DISHEARTENING TO SAY THAT, TODAY MANY DECADES LATER, SMOKERS ARE PERCEIVED AS SOCIALLY AND MORALLY SUSPECT. (SLIDE #66) IN THE STUDY, WE PROVIDED A LIST OF OCCUPATIONS. WE ASKED OUR RESPONDENTS TO TELL US IF PEOPLE WITH THESE VARIOUS OCCUPATIONS WOULD. BE MORE OR LESS LIKELY THAN AVERAGE TO

SMOKE. WE FOUND THAT THOSE OCCUPATIONS MOST STRONGLY ASSOCIATED WITH SMOKI~}G WERE OCCUPATIONS SUCH AS CARD PLAYER, CRIMINAL, BIG CIT-Y PERSON, SCOTCH DRINKER AND A CAR SALESMAN. THESE OCCUPATIONS I AM SURE YOU WOULD ALL AGREE ARENOT THE MOST ADMIRABLEONES IN OUR SOCIETY, CERTAINLY NOT AMERICA'S ROLE MODELS. CONVERSELY, OCCUPATIONS SEEN AS LESS LIKELY TO SMOKE WERE PRO-ATHELETES, CLERGYMEN, SCIENTISTS, DOCTORS AND TEACHERS. (SLIDE #67) FINALLY, ONE SURPRISING FACT WE FOUND RELATING TO SMOKING IS THAT THE PERCEIVED INCIDENCE OF SMOKING ITSELF IS PERCEIVED TO BE MUCH HIGHER THAN IS ACTUALLY THE CASE. IN TOThL, IT'S BELIEVED THAT 60% OF ALL ADULTS CURRENTLY SMOKE. WHILE THE PERCEIVED INCIDENCE IS ALMOST TWICE AS HIGH AS IS ACTUALLY THE CASE, PEOPLE DO KNOW THAT THE INCIDENCE OF SMOKING IS STABLE TO DECLINING. (SLIDE #68)

LET'S ~OW TURN TO AND DISCUSS THE IMAGE OF THE TOBACCO INDUSTRY. (SLIDE #69) POSITIVE ATTITUDES TOWARD OUR INDUSTRY HAVE DECLI~IED SUBSTANTIALLY IN RECENT YEARS. (SLIDE #70) SINCE AT LEAST 1974, THE POSITIVE ATTITUDES TOWARD THE TOBACCO INDUSTRY HAVE BEEN STEADILY DECLINING. BY 1982, ONLY 32% OF ALL ADULTS HAVE A FAVORABLE ATTITUDE TOWARD THE TOBACCO I~DUSTRY. (SLIDE #71) THIS DECLINE IN POSITIVE SENTIMENT TOWARD OUR INDUSTRY SEEMS ~0 BE A FUNCTION OF HOW PEOPLE BELIEVE WE CONDUCT BUSINESS. IT SEEMS MORE THAN EVER BEFORE THAT ~ODAY'S INDUSTRY ETHICS ARE BEING SERIOUSLY QUESTIO~ED.

(SLIDE #72) FIRST, THERE IS A DECLINING PUBLIC BELIEF ABOUT HOW RESPONSIBLE WE ARE AS AN INDUSTRY. (SLIDE #73) PEOPLE BELIEVE MORE THAN EVER BEFORE THAT WE AS AN INDUSTRY~ .......... .. BELIEVE. ~: THAT. HEALTH,~.~... CASE• ~AGAINST IOBACCO IS ~IRUE,~ .... :~ii:';i~:~!~ (SLIDE #74) SERVING TO REINFORCE THIS BELIEF IS THE FACT THAT THE PUBLIC ALSO BELIEVES THAT THE INDUSTRY HAS BEEN UNRESPONSIVE TO THE HEALTH ISSUE. (SLIDE #75) WHEN ASKED WHAT THEY THOUGHT THE TOBACCO INDUSTRY WAS DOING ABOUT THE HEALTH ISSUE, ONLY q~% OF THE PEOPLE SAID THEY BELIEVE WE ARE NOW WORKING HARD OR MAKING SOME

EFFORTS IN THIS AREA. THIS BELIEF HAS DECLINED SIGNIFICANTLY OVER THE PAST EIGHT YEARS. (SLIDE #76) FINALLY, THE INDUSTRY ITSELF IS VIEWED BY THE PUBLIC AS PEDDLING INFLUENCE IN WASHINGTON. (SLIDE #77) THE OVERWHELMING MAJORITY OF THE PEOPLE WE INTERVIEWED BELIEVE THAT TOBACCO COMPANIES SPEND A LOT OF MONEY INFLUENCING POLITICIANS, THAT THEAMERICAN GOVERNMENT SUBSIDIZES THE TOBACCO INDUSTRY, AND THAT TOBACCO COMPANIES EARN MUCH HIGHER'PROFITS THAN THE MAJORITY OF OTHER COMPANIES. IN TOTAL, WE ARE SEEN AS HAVING A LOT OF MONEY AND USING IT TO INFLUENCE THE POLITICAL PROCESS. THIS IS AN OPINION HELD BY BOTH SMOKERS AND NONSMOKERS. (SLIDE #78)

WITH RESPECT TO GOVERNMENT REGULATION OF TOBACCO, 40% OF ALL PEOPLE BELIEVE THAT CIGARETTE COMPANIES SHOULD NOT BE ALLOWED ~0 ADVERTISE AT ALL AND 25% OF ALL PEOPLE BELIEVE THAT CIGARETTES SHOULD BE BANNED COMPLETELY. (SLIDE #79) WHILE THE INFORMATION ABOUT THE IMAGE OF SMOKING AND THE INDUSTRY IS VERY BLEAK, WE DID IDENTIFY WHAT WE CONSIDER .TO: BESEVERAL POTENTIALLY::LEVERABLE: (SLIDE #80) AS A RESULT OF THE WIDELY PUBLICIZED GOVERNMENTAL PRESSURE ON THE TOBACCO COMPANIES,:40%OF ALL PEOPLE BELIEVE THAT THE GOVER~IMENT HAS ACTED UNFAIRLY AND PUT UNDUE PRESSURE ON TOBACCO COMPANIES IN RECENT YEARS. SECONDLY, OVER A THIRD OF ALL PEOPLE BELIEVE THAT CIGARETTE TAXES THEMSELVES DISCRIMINATE UNFAIRLY AGAINST THE POOR. .- (SLIDE #81)

THIS OPINION REGARDING TAXATION IS HARDLY SURPRISI~IG GIVEN THE FACT THAT BOTH SMOKERS AND NONSMOKERS KNOW ABOUT THE HEAVY TAX BURDEN PLACED ON CIGARETTES. (SLIDE WE ASKED PEOPLE IF CIGARETTES WERE 1 DOLLAR PER PACK HOW MUCH OF THIS RETAIL PRICE WOULD GO TO TAXES. AS A RESULT OF THE ANSWER, WE RECEIVED lO THIS QUESTION, IT~WA~ CLEAR,~,.~ . .... TOUS THAT BOTH NDNSMO~ERS AND SMDKERSWERE AWARE oF~;TfiE' HEAVY IAXES ON CIGARETTES. IN TOTAL, IT'S BELIEVED THAT 37 CENTS OF EVERY ONE DOLLAR WOULD GO TO TAXES ON A DNE DOLLAR PACK. THE TAX ESTIMATES WERE ONLY SLIGHTLY HIGHER FOR SMOKERS THAN FOR NONSMOKERS. ONE FURTHER POSITIVE SIGN OF HOPE EXISTS FOR THE INDUSTRY. T~AT IS THE PUBLIC WILLINGNESS TO LISTEN TO THE TOBACCO POINT OF VIEW. (SLIDE #83) WE ASKED PEOPLE IF TOBACCO COMPANIES SHOULD BE MORE ACTIVE IN GIVING THEIR SIDE OF THE TOBACCO ISSUE. SURPRISINGLY,

WE FOU~ID THAT 73% OF ALL ADULTS AGREED WHILE MORE SMOKERS THAN NONSMOKERS AGREED. OVER TWO-THIRDS OF NONSMOKERS ALSO AGREE. (SLIDE #84) ABOUT THE SMOKER AND IMAGE, WE'VE SEEN THAT THE SMOKER AND THE TOBACCO IMAGE IS NEGATIVE AND IS CONTINUING TO DECLINE, THAT THE SMOKING INCIDENCE IS WELL OVERESTIMATED BUT IS CORRECTLY SEEN AS DECLINING, AND THAT MORE THAN EVERY BEFORE THE ETHICS"~OF :'~J~'R:IND~sTRY:;AI~E' ~""~'~ ..... ' '~ BE ING~ SEVERELY QUESTIONED BY THE PUBLIC. (SLIDE #85) WE'VE IDENTIFIED SEVERAL ISSUES WHICH MAY PROVIDE US LEVERAGE. FIRST, A SIGNIFICANT PROPORTION OF THE POPULATION BELIEVE THAT THE GOVERNMENT HAS PUT UNDUE PRESSURE ON OUR INDUSTRY IN RECENT YEARS. SECOND, OVER A THIRD OF THE POPULATION IN TOTAL AND NEARLY HALF OF ALL SMOKERS BELIEVE THAT CIGARETTE TAXES ARE DISCRIMINATORY. AND FINALLY, AND QUITE SURPRISINGLY, THE PUBLIC SEEMS

WILLING TO HEAR OUR POINT OF VIEW., (SLIDE #861 ~ OVERAL~,s. WE HAVE 'ATTEMPTED. TO~.SHOW:,,THA~sSMOKERS A NONSMOKERS ARE INHERENTLY DIFFERENT PEOPLE. SMOKERS ARE DIFFERENTIATED FROM NONSMOKERS AS A RESULT OF THE STRE$~ " : THEY BELIEVE EXISTS IN THEIR LIFE, LOWER.DEGREE OF CONCERN ABOUT.THE!.R~:HEALIH,:~AN~TH~~S~S_~~~ ....... RIGHTEOUSSENSE OF RIGHT AND WRONG. (SLIDE #87) SECONDLY, WE'VE ATTEMPTED TO SHOW THAI BOTH THE PRIMARY HEALTH AND THE PASSIVE SMOKE ISSUES ARE CRITICAL TO THE VITALITY OF OUR INDUSTRY. PRIMARY HEALIH IS IHE PRIMARY REASON PEOPLE GIVE AS A REASON FOR QUITTING, AND PASSIVE SMOKE IS THE MOST WIDELY GIVEN REASON IN SUPPORI OF THE RESTRICTION OF PUBLIC SMOKING. ... .- (SLIDE #88)

THIRDLY, WITH REGARD TO SOCIAL ACCEPTABILITY, WE'VE SEEN THAT THE SOCIAL ACCEPTABILITY OF SMOKING IS IN FACT~ .... DECLINING AND AS A RESULT, THIS THREATENS A VERY PRIMARY BENEFIT OF SMOKING ITSELF. (SLIDE #89) FINALLY, WE FEEL THAT THE IMAGE OF THE SMOKER AS WELL AS THE IMAGE OF THE INDUSTRY ARE WEAKER THAN EVER BEEN AND :~c . ,"~.:~:'.~'~,':~"~"ARE' CONTINUING~TO""DECLINE. ' HOWEVER;~ HOPE DOES" EXI~T;"AS"A RESULT OF POSSIBLE LEVERAGE DUE TO BELIEFS 01~ GOVERNMENT PRESSURE,.DISCRIMINATORY TAXES AND AN APPARENT PUBLIC WILLINGNESS TO LISTEN. (SLIDE #90) THAT COMPLETES THE PRESENTATION OF THE SMOKING ATTITUDES STUDY. FOR THE REMAINER OF TODAY'S MEETING, WE WILL HEAR FROM PUBLIC AFFAIRS, R&D, AND MARKETING TO PROVIDE A PERSPECTIVE ON THE ISSUES DISCUSSED IN THIS PRESENTATION. BEFORE I TURN TODAY'S MEETING OVER~ HOWEVER, I HOPE IT

GOES WITHOUT SAYI~IG THAT MDD IS CONCERNED AND COMMITTED TO DO EVERYTHING POSSIBLE ABOUT THIS AREA. WE ARE PLANNING TO TRACK THIS AREA CLOSELY IN 1983.

Fecke~n~ $|ide #| Smoking Attitude Study

Fackelm~n S~ide 112 Objective "To Achieve a Better Understanding of Public Attitudes Toward Smoklng and the Key Components that Make Up those Attitudes

Fackelm, an Slide |3 Method ~ Qualitative Phase I Quantitative Phase • ~0 smoke. • 500 Foyer Smokem 500 Never Smoked

C

F~ckelnmn Slide .~ versus Non-smokers

---

. Fackelman Slide • Smokers Demographics •. Less Likely • ~ B Professional College Educated Higher Income

Fackelman Slide 18 Smoker Values and Attitudes ~ . More Likely, ~ ~ • Feel Used [] Feel Worried • Feel Pressure of Deadlines • Act Quickly • Have Ready Answer

Fackelman S|Ide #9 Less Likely B Health Conscious B Moralistic

Facke~nan Sbde ~Vl~) Political Orientation . [] Less Likely a Registered Voter [] Less Likely Politicall~/ Involved

Fackelman Slide Summary • Demographically • Attitudinally • Politically

Facke|man Slide 1~12 Key Components B Stress " I Health • Right and Wrong c)

Fackelman Slide #13 Smoking and Health

Fackelm~n Slide Both Smokers and Non-smokers Believe Smoking Affects Longevity Total Adults Smokers Non-smokers % Who Believe 1974 1978 1982 90 90 90 84 83 84 ~ 97 • 97 97

Fackelman 811de #1S . People Feel They Know Enough About Smoking and Health % Who Know Enough

---

Fackelman Slide Reasons for Quitting Health ............... 39% Doctors Advice ....... 20% Govt. RpDorts .........20% Friends or Relatives .... 16% Expense .............. 15%

Fackelman Slide #18 Prima~ Health Believed to be Related to: [] Short-term Hazards [] Longer-term Hazards

Facke|mar~ S~de |19 Total Adults 93 93 .90 Smokers 88 88 8O Non- Smokers 95 96 95 Smokers Who Quit Would Feel Better Physically Pregnant Women Shouldn't Smoke Smokers Cough More

Fackelm~n Slide 1120 ~ong term Hazards Total Adults Believe All Hazardous Evidence Cigarettes a Major Source of Cancer 87 81 % Agreed Smokers Non- Smokers 93

Cigarette Smoking is Considered Risky... But a Reasonable Risk

Fackel~an Slide #22 Perc " d Relativ " ks.~of~i Cigarette Smoking~ More Risk Less Risk Equivalent than: than: Risk: • Coffee • .legal [] Alcohol [] Saccharin Drags • Polluted • No Seat • Motorcycle City Belts w/o Helmet • Speeding • Overe

F~:ketman Slide 1~23 Passive Smoke

Fackelm~l Slide ~24 Passive Smoke B Believed Hazardous to Non-smokers B Belief is (~r~wing

~86¢ 8L6¢ ~L6~ ~86~ 8L6L ~L6~ sJeHou~s sJe>lozus-uoN IntuJ~eH s! e~iouJs e^!ssed e^e!leE! oqNt % C

---

---

Does Cigarette Smoking Affect the Non-smoker? Irritation • ' Eye ~s/Throat/Nose .......... 43% B Smell/Odor ................ 25% • Just Bothers Them ......... 14% Health • Bad for Health ............. 26% • Trouble Breathing .......... 26%

Facke~man ~lde Strongest Argument for Restricting Smoking in Public Places is: Health

Flckelmln Slide Arguments for Restriction ,.% Agree d~ Health of Non-smokers ....36% Fire Hazard. ............... 29% Non-smokers Allergic .....23%

Fackelman Slide #32 Summary Pdma~ Health • Believed by Public, Little information Needed • Related to Short and Long-term Effocts B Seen as Similar to Other Statistical Risks

Fackelman Slide #33 Summary Passive Smoke II Growing Belief that it is a Health Hazard • Source o! Irritation and a Health Hazard • Strongest Argument Smoking Restriction

---

C

S'bcial Acceptability [] Social Interaction is a Primary Benefit of Smoking • Comfortable • Fdends • Maturity • Attractive

Fa¢kelman Slide Smokers.Are Feeling More Self-conscious "about Public Smoking

Fackelman Slide #35 % Who Seek Permission Indoors II III I ill I II 1978 1980 1982.

Smokers and~Non-sm0kers Agree that Smoking in Social Situations is Not Generally Acceptable

A Lot of People Object to Others Smoking Around Them You Are More Acceptable if You ~)on'! Smoke P(ople Smoking Around Me Make Me Very Uncomfortable Total Adults 81 61 35 % Agreed Smokers 74 5O 8 Non- Smokers 84 67 5O

l,,tll I'PlI$ ulUJll'4:e:l

• Smoke andSmell are Key irritating.Elements of Cigarettes. r

F=cke;man Slide #43 C,garette Sm • ..... ' '~~ " ............. = ~ .....-~/o Agreed Makes Clothes and Hair Smell Makes Eyes Water Doesn't Smell Good Causes Extra House Cleaning Total Adults 83 79 77 68 Smokers 75 7O 56 57 Non- Smokers 88 83 89 74 1

Problems with Smoking Are Not New

Fackelman Slide 1~45 Actions Being Taken: - - B'lndirect M Direct

Fackelman Slide #4~ .... ~ - . Non-smokers Indirect Action No Ash Trays ............. 55% Cough/Gesture ........... 52% Move Away ........ , ...... 48%

Facke~man Slide ~47 [] 36% Have Asked Someone to Put Out or Not Light a Cigarette • Strangers and Children Ask Most Often , [] Adults (18-34) Are the Most Active Anti-smokers

Facke~m~n $||de 1~48 Not to Smoke [] Home [] Car [] Restaurant [] Work

Non'smoking Areas Now ; Exist at Work and at Home

---

Fackelrnan Slide #$1 At Work: [] 60% of Workers Have Smoking Restrictions [] 22% of Smokers Don't Smoke at Home '.,~ ~.~

LgLg ~LgOg

%09 ................. ea.W Jo aO!tlO ,s~a~lOZUS %99 .... lu~saJd eJe sJeHoms-uoN uaq/v~ JeO ,sJ~)Homs %08 .... |uasaJd eJe s~a)lOtUS-UON ueqh~ eU4OH ,sJe~ou4s :u! alq!ss!tuJac115u!HouJs C

Non-Smokers' Territory Smoking Permissible in: Non-smokers' Home Where Ash Trays Not Present ...... 13% Non-smokers' Car .......... 14% Non-smokers' Office or Work Area ................. 41%

Confinement of Space Smoking Permissible in: Outdoor Indoor Public Events Public Events 95% 42% 0 • ~ o

---

---

Fackelman Slide Would Vote for Restrictive Smoking Legislation Total Adults ..... 66% Smokers ........ 44% Non-smokers .... 77%

Smokers in Regulated Areas Want Restrictions More than Smokers in RegulatedAreas

Smokers Wh0 Feel tha! there Should be Restr|c!ions in Res!auran!s Regulated Non-regula!ed Areas Areas 79% ~ 36%

---

Fackelm~ Sllde #62 Polarization • 65% of all Smokers, Live in Households Without Non-smokers • Smokers are Twice as Ukely as Non-smokers to Say their Friends Smoke

Summary Passive Smoke and t on/ Annoyance are Key to: ..~, ~.~. ,~, Social Accep~biliW B Smoke/Smell are Main Irdtation/Ann0yance Problems

Summary (cont.) [] Overt Disapproval Increasing [] .Territory and Confinement Define Rights [] People Want Smoking Restrictions [] Polarization of Smokers

---

Smoker and Industry Image

~Ogg 9LgOg

---

C) Fackelman Slide Are Perceived as Socially and Morally Suspect

People Who Are" Likely to Smoke Not Likely to Smoke • Card Player~ • Pro Athlete [] Cdminal • Clergyman • Big City Person • Scientist • Scotch Drinker ~* *• Doctor i~ Car Salesman • Teacher

Fackelman Slide #71 Perceived Incidence of Smoking is: B Higher than Actual -- " 60% of Adults Stable to Decreasing

Fackelman Slide 1172 Industry Image '0

---

Fackelma~ Slide #74 % Favorable Attitudes 1974 1978 1982

Fackelman Slide Indust~,Ethics. Arb.~.B,~i~, ~ ........ Questioned

Fackelman S~lde #76 • D,eq!i~!ing~public Belief ~ aboutIndustry Responsibility

Fackelman Slide Resoonsibilitv~, ~ ~, ~ What thi.~ Industry Believes about the (Health) Case Against Tobacco 1974 1978 1982 Know it's True 50% 56% 63%

---

'i What Do You Think the Industry Is Doing about Health Issues? Wo.ri~d. "ng Hard or 119741"197811982 Making Some Efforts~ 61% 52% 44%

F~ckelman Slide ~lndustry Is Seen as Peddling Influence

F-ckelm~n SIK~ ~81 Tobacco~Com~ ~ ~ pan ies: Non- Spend a Lot of Money Influencing Politicians Subsidized by U.S. Government Earning Higher than Average Profit Adults 74 66 58 Smokers 71 63 57 Smokers 76 67 58

L !.9~

Fackelmafl Slide I;83 AII-B ~ .......... Pote - ~ ntially .... " Leveragable Issues

Fackeln~n Slide lB3 AII-A ~...~.~.,, ............ ~,~Govemment Has PUt U~c~~ Pressure on Tobacco Companies in Recent Years Taxes on Cigarettes Discriminate Unfairly Against the Poor . Total Adult,s, 4O 35 Non- ~Smokers~ 52 34 48 29

---

F,ackelmen Slide Cigarettes were $1 per Pack, How.,Muchof.tha~Would Be~Taxes'~ Adults Smokers Smokers 1 37¢ 39¢° 35¢ 0 4",

Public is Receptive to Hearing Tobacco Industry Point of View "

F~ckelman Slide their Side of the Issue % Agreed Total Non- Adults Smokers Smokers 73 82 68

F~ketm~n $11c~e leM B Smoker and Tobacco Image is Negative and Declining • Smoking Incidence Over-estimated • Industry Ethics Questioned

Fackelm~n Slide I~a9 Summary (cont.) Potentially Leveragable Issues Exist •Govemment Pressure • Tax Discrimination • Openness to Tobacco Viewpoint

Overall Summary

F~¢kelman Slide #91 ~mokers and Non-smoke~ Are,Inherently Different Stress " " Heal~ Right and Wrong

Overall Summary Smokzngand Health II Primary Health -- a Reason to Quit B Passive Smoke ~ a Reason to Restdct

3 Declining Social Acceptability Threatens a Primary Benefit of Smoking

Overall Summary ~./ .... 4 Both the Image of the Smoker and the Image of the Industry Are Weak and Declining