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A QUALITATIVE STUDY O~ SMOKING I~IqL'T~"~S AND MOTIVATTON (PROJECT VZRGO) ] ] I Ytepared For: Briclsh-Ame=icanTobacco Co. Led. J -I 1 ! 21 BucklnshmuPalace Road London SWIWOPP. 6a 3.1637 Febr,,=c~ 1979 O O 0 0 0

INDEX I. INTRODUCTION 2. SUMMARY AND CONCLUSIONS 3. BENEFZTS/RATZONAL/EMOTXONAL EEASONS FOR SMOKING ¥EECEIVED DISADVANTA6ZS OF SMOKING AND ACTIOK TAKEN TO JL~SELIOB.A.TE THESE REASONS FOE ST~ETING SMOKING 5. ~e I 5 8 15 21 C~ ',O CO CD O <D t;'l

400980006

I. ~DUCTION England, Grosse and Associates were co~zRissioned by British American Tobacco Limited Co carry ouc qualitative work among smokers. At the sense when the questionnaire for Project Libra was beins discussed it was agreed chat particular question areas might need further qualitative exploracion, par- ticularly chose areas concerned ~ch the benefits derived from smokins. E.G.A. co,anted Chat recent quaLicac£ve work completed by British American Tobacco for Project Aquarius provided a good basis for a consumer brief Co explore benefits expressed in consumer 1encase. E.G.A. mentioned thac ocher qualit- ative work completed by them also indicated that the terminology used by M~annell was possibly no Lonser up to dace and thac it would be a worthwhile exercise co explore these aspects in much more derail. E.G.A. therefore discussed the problemwich all researchers who had carried o~c work on chair behalf for B.A.T. and ~rLch the researcher who had completed the qualitative stase ou Projec~ Aquarius. The overall objective was to expiors ~aich aspects needed co be included within the brief and co examine the vocabulary that should be used Co measure these benefits. At the same rime it was felt that further work in terms of perceived disadvancages should be cou~leted since one of the aims of ~he Libra project is co group smokers in terms of consonance and dissonance. The McKeunell battery of benefits vas therefore issued co each of thk qualitative researchers and their comDencs rare synthesised prior co the start of the qualitative incervie~r£ng. A copy of cha M~ennell questions is sho~ aC the end of this report for reference purposes and the final questionnaire wording used for Project Libra for the benefits derived from smoking is shown at the end of the Sugary (Section 2). Interviewing cook place between 11.t2.78 and 10.1.79. Nine group discussions were held among Low, low to middle, middle and middle co high/high tar smokers all aged between 20 and 45. Quota controls were set by sex, age and social 0 0 (3o 0 0

class and all respondents had ¢o smoke 2 or more packeced ~igaretces per day. The nine groups comprised: Croup 1 Croup 2 ,0 Two low tar groups One group male, one group female AB Ct C2 social class grouping Smokers o~:-F.mbassy £x~raMild, Embassy No.l Extra Mild, John Player King Size Extra M/ld, Silk Cut KiuS Size, Silk Cut No.3, Silk Cuc Ea&ulac. Group 3 Group 4 Two 1or co middle car ~roups One group male, one group fmle C1 C2 social class grouping Smokers of:- Cadets, John Player Carlton LS Marlboro, Pacer ScuyvesanC King Size, Piccadilly Tipped Group $ Group 6 Group 7 Group 8 Four u~ddle tar groups One group male, one group female King Size smokers C1 C2 social class grouping Smokers of:- Benson & Hedges King Size, Embassy No.1 King Size, Players No.6 King Size, Scats Express 555 King Size One group male, one group female Non-King Size smokers CI C2 social class grouping Smokers of:- Embassy Regal, Embassy Tipped, Players No.6 Group 9 One middle to high/ high car |coup One group mate C2DE social class grouping Smokers of: Capstan ~u11 Strength, Park D:ive Plain, Senior Service Plain, Woodbine Plain CD CD CO CD CD CD CO

J. Two of the sroups emersed as vary h••vy smokers (40 plus per day). groups were groups ? and 8 •bore. These 00 Th• qualitative work comple¢ed indlcacad chat th•re are three perceived elements involved in the smoking pcoc•ss: •) The posiclve end benefits or actual rational/emotional re•sons for smoking, e.g., relaxation, boredom, etc, which~ll be dealt rich £ully in :ha subsequent sections of this report. b) Fozca o£ habit, i.•., lighcingup • cigar•Ca• ~chouc chinking for no particular ~eason, simply because smoking had become an ~n- controllable "n2bit: c) "It becomes a reflex action...you •ucoma:ically reach for you= fags and lish: one up...Ic's a habit chat you can't get out of". Lc~ Tar/Male "Habit. You zet up in the morning and automatically have a cigarette". High Tar/Hale "~ don't mean that every one T'm sloking I'm thoroughly enjoying, ic becomes habic...IC's ten o'clock therefore I must have a cup of cof£ee and • cigarette". Low Tar/Female The physical need foc • cigarette like a drug is attributed co a dependency on the nicotine content and a feeling of experiencing O CO CD O O ~D

withdrawal symptoms without it: "It's an addiction. I saw a progrm about heroin addiction and that's all cigare=ces are, an addiction. If you cry co do ~chouc them, you have ce~-cible vichdrawal symptoms, ac lease I do - for =icotine .... you're craving for something - as soon as you've had thac cigarette you feel back to normal". ., "Low-~ddle/Female "You're hooked -ic's a drug - the nicotine Z suppose." Middle King/Male "It's like a drug...Ic's actually when the blood needs the nicotine." Low/Female Ic should be mentioned ac this juncture chat chore appeared co be no significant differences in attitudes cowards smoking becveen the differeu= car groups (ocher chart in the area of health vis ~ vis the low car groups). However, chore did appear to be differences according to weight of smoking. In this respect wai!sc all three elements listed above appeared co be present amongst the 20 cigarettes plus a day smokers, the lighter smokers, noc surpris~gly, placed more emphasis on the benefits of smoking rather than the physical need oz habi= aspects. Conversely the very heavy smokers (40 plus per day) clearly were very tied into the habit and physical addiction elements as well as often using smoking very much as a psychological 'prop' (see later seccion of ~his report). Sac=ion 2 of this report suumarises the findings given in more detail in 3 co 5. Section 2 also contains the final variation of the benefits section for the Libra questionnaire. D~sadvancages which emerged from the study yore incorporated at various stages in the Libra questionnaire as appropriate. 0 0 ~0 CO 0 0 0

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2J r AND CONCLUSIONS Section Re£erence Three factors appeared co be involved in the smoking procsss, the .r ra~ional amoclcu=l pos£cive dacls£ou Co smoke, the physical , addiction and the general question of habit. Light smokers appeared r more iuvolwtd rich the positive, pIe~able aspects of smoking uh~sc heavy smokers placed equal stzess.on the hablcua], and • -~:i=-'~ . addier~Lve elements o£ the p~ocess. . " f :.: .... t~ - .~. • -. -i~ .... ....: '~ 2. ; .One of the most ~porc4slt bene£ics og. 8mok/~I appeared to be the • .... : positive relegation derived, £.e Smoking wh£1st ~n" • ~lmmd ' :_:- " slc~ac£on. Th£s tended co "be the most enjoyable clsa'recce. 3.1 "~. ~ i~. = .... ~. - • . -.: .i .... ..--~.~ :.: .. ~::.- .- . " " .. ! ~i;,"..'i'"":/':i: :3...~. Conversely; smokesz ghe~ tense, iL-ricable, unhappy etc; in order co .. .. - .:.~'-. ,~.~':~=~. ~-~-:'.. . ",-" ";+.-...;r.-::" ... ~. :~=,~ ~:'..:.. .+ :~: :.~...,~-,.-'/.: ;.~> ... .. ,.. ,~.," .." .... ~ ~ ~ ." , ~. ; ~ ~..~:- .~.;.- ..::....~f~t~xroec~m less tense wu also m z~po.cCanC face, or in smot-~$.. ,.~. : 3.Z'-~ .- ' ,6"~: ~c~" --~"~'~,- '- .... " .... - .......:-"..:~':'-~"~ ";'~.~'~~.~'~ ~':~ • ~" • "'. ~.,~- ".. =~ + ',.-.'..'.. " • ~: ~ " "- " - ~- " . " ~'J ".':~ ~:~'~'-~:~-.'~: ~" ".;.'..-~ "'~-." ".~':~.~.'-:..:;~-=~.~ ---'. ~.-.".'~--~t :, .:-'+'...'.,;,~-~',.-.:~..~.-,.-,~'.~'~.~.',~ • ..-',. ,',,.~: .~-:- ".~-. • ... • , ,:-- .-~ ;'.--;:.:'~.-,~ " .' .... .,~-~.~ ~, .;.:.,:.-,...-~,~:~.....~,.~-...:.:......:,.~.~::.~.~...:~.~ ,...-.~:',-....~,:,~..,.~.~-,~,,.~..,..:~-..-~-:..~ .;:....,;.. ~.-- ..-. ,:.., . ...... ;., , • ,.-.i-.~::~:~i~:~..-~-:; :.~.~..Kh uo.C I£S.~eE bX;.KCI~., ,nne. 11~ bo=edom tpPe~ci to" ba"~Or, her" -.:"; : . " ' " ~ 1 . .,.:..~..,.-..~,~.~. :~,~.~;.~:....:.. • : .. ~ .~:. -... -. .........~,..... .:... ,...-;,.... . ~., . : '. ..'.:i.-'.~,':..~i-:~ ,':~.~:Couve=seI7, £ev people appeared to- .moke vhen very ,,,~mlvad rich . • . ..- - ; ...... :'~," --, . vu d~ver:ed avay £roa c£1~tr~Cces. Honorer rook/us vas o£c~n nm~ua~ task. 3.7 6. C~garectes vere som~ci=es used as • revard a~Cer do~ng an unpleasant or d£f£icuic Cask. 3.~ 7. They vere also used Co make a break between one cask and ,,,ocher. 3.5 8. Smoking in 8 social s£tuation yes often listed as a ti~e ~heu =espondencs smoked most heavily. There appeared co be several £actors involved here as£de from one o£ Kener~ relaxation. In this respect, the ~act chac ciga~tttes are handed round meant Chat people smoke often ouc o~ politeness when somciues no~. desiring Co and ~ould ~eal le~c ouc £~ they do noc smoke. Horeover cigarettes are also used as a so¢£al 'Prop' when the smoker is ~eeling ill ac ease. 3.6 0 0 CO 0 0