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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

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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