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WHAT CAUSES SMOKERS TO SELECT THEIR FIRST BRAND A. STARTING AGE • over 50~ bcfore 18 ........ ~' 20 " ~.-~" 25+ ~ ~' med:Lan age _4- source - Dept. HEW 15 lOOt lOOt 17 19 • over 80t before 21 • virtually all by 25 women - • ~end ~o beg£n a~ a slightly olde= - recent data suggests w~en are - b~Innlng to 'smoke at a younger " ' Age Started Gmoking Men Women CX 25-A WILLIAM E$TY COMPANY, IN~. RJM053055 74M00656

B. INITIAL REASONS FOR SMOKING • sources are consistent in identifying one or mora of uhe ~ollowing as the essentlal reason(s} for smoking • reason's given by an individual are seldom clear and definitive Conformance - • probably most prevalent reason • influence of close friend or peers - very strong in teen years among men - symbolic of rugged masculinity - want to impress and be accepted • to be less a targe~ of aggression (defensive) • effect appearance of maturity, sophistication, manliness% sexual 2. Support - .... ~ - overcome/hide nervousness ~-~ - smokers view themselves as excessively verbal, .~ extroverted, easily bored . during major transition in life -- going away to college, facing an educational or soclal crisis • smoking heips to overcome stress - psychologically . image • by bolstering self- - psyslologically . . . by relaxing or stlmulating WILLIAM ESTY COMPANY, INC. CX 25-B , ~JM0~)30~6 74M00657

3. £n~oyment - • mimply enjoy taste - of c£ga~tte alone - enhances specific occasions after/at meals/snacks work breaks pensive moments/interludes • older a person is when he s~arts the more likely he smokes for enjoyment 4. To Show Off- -° • less frequent reason • ::~~ " -- males -- project a tougher appearance ~.,.,,.~.~ .... •females -- appear sexually-precocious .... . hard to separate from Conformance and " ..... Support r~asons 5: TO Rebel Against Authority 6. ~sfy Habit Develope.d from Occasional Smoking 7. ~ate a Personality One Admires/Respects WILLIAM ESTY COMPANY, INC. " CX 25-C RJM053057 74M00658

C, INITIAL BRAND SELEC,~ION • young smokers unlikely to select a non-filter brand • young smokers may be more inclined to select a low flavor brand compared to former years , selection between non-menthol and menthol full- flavor is in same proportion among all smokers (1.5 non-menthol to 1 menthol) • young smokers less likely to select a 100mm cigarette .. New Smokers " All Smokers 18-2__0 35-49 ~ NFP 44 53 35 30 39 • smokers aged 18-20 likely to•select either Marlboro .~." or Kool ~ -.Smokers under I$ have an even greater affinity towards ...... Marlboro and Kool • ~0ng olde~ smokers SALEM and WINSTON are relatlvely • .. ~ : strong SALEM 9 9 I0 Kool i0 17 5 WINSTON 15 12 12 Marlboro 14 34 16 Source: NFO ('74 Report) WSLLIAM |STY COMPANY, INC. CX 25-D RJM053058

D. REASONS FOR SELECTING FIKST "USUAL" BRAND - more closely a brand fits the psychological and physio- logical needs the more likely that brand wi1~ be selected primary causes - (i} influence of friend or peer group while children of parents that smoke are more incllned to smoke, parents have little influence on brand selection user image • young smokers "wear" their cigarette - their cigarette is an important element 'of their "I" "~2) product characteristics a brand has or is perceived to have Hyp6thesis - Product selected based on product image HT~mthesis - ~E~roduct selected ba~ed on user image . . . Marlboro • advertlslng/promotion has communicated a manly, tough, confident user image • is a full-flavored, manly cigarette • image conforms with (1) masculine peer pressure needs and (2) need for support in stressful situations Kool - advertlsing/promotion has communicated a strong menthol/smoklng image strong perception satisfies young smokers need for support - ev[4ence %ha£ i£ is more acceptable •than other brands to people who use drugs WILLIAM |STY COMPANY, INC. II CX 25-E ~M053059 74M00660 a

If a person is ~oing to smoke, he generally . • • starts during his teens primarily to conform - or to gain confidence - or to avail himself of physical enjoyment/sensation likely to select Kool or Marlboro WILLIAM |STY COMPANY, IN¢. CX 25-F 74M0066 "1 R