Tobacco Documents Online

M. J. McCee H, D, Steele Augant 34. 19'/8 Future Commmer Reaction to Nicotine The purpose of this memo is to outline my views as to how consumer attitudes toward nicotine will change in the near future. In order to e~lath changes, I need to explain present attitudes toward nicotine. Very few comsumere are aware Of the effects Of ntCntine~ i.e., its addictive nature and that nicotine is a poison. Most smokers view nicotine as the number that fulinwa the 'tar, figure On cigarette packs. Hardly any coneumerB use nicotine numbers as a basis for their purchase. Testa have been conducted in determirm the effect Of including nicotine numbers in the advertising message, end in every case there ware adverse reactloe.s to the ads. Consumer attitudes toward nicotine will not change too greatly in the near future. Iofo~matlc4a received from the Futures Group eegguste that smokers will become aware Of the benefits Of nicotine. Specifically, high nicotine levels cause cigarettes to taste harsh (or full taste) and lower levels Of nicotine give nigarettee a milder tsSts, Hence, nicotine lavels should drop assuming the current trend toward '~Ight" c/~arettes ~!i~: oonflune. ~tlnel~swtUnotbeama~ortaetarintheparchane " ~:~ ~ ~c~Ion/n the future. It is very unlikely that the goverumeat will require ~f~ ~ • ~edline level to he printed ca cigarette packaE/ng. ~ ~ : : | would be happy to addreen any questions or comments you may have, Mike. L H.D.S. /Is I I