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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

.r 91 ~ilst few people smoked ;,,stead of earing meals, ,'~sa~tvtes were often used uhen che smoker was not able to eat /Jmedla~tly or to pnvenc nlbbl£ng in beckman meals. Tc was IPmara].ly agreed here char, noc m~ly yes smoking a divers£ou, buc Chac £C was el.so, to some extent, an appec£ce suppressant. Secclou ge£erence 3.8 1 tO. SmoklnS is as o£ctu £alc co be a privaco indulgence, parc£cuZa:ly ~ fo~" 1roman who £aic chac they had no oCher persona3, luzurlas o£ " "-,.heir ~. " " " : -- "~ -'.. 3,9 • : . . .. ..~.. • , . . . ".., ...'_ .. ~...~." . . ....: . .'..." -... . . . . ;!~ L~. Occu£oualZy... . . /L e,~-e~=a b~.amo a conpmion/coufo=cer ;;, . " " ~ ' '" " " - .... . : ~- 3.10 lOualy s~,~u,t1~om ::: - - " ... -.. ? o .... . • • . . -.. .: .- ". . ~- ..'. ,....'~'.. .~'~. . ; .- .-~. .... . . ..... .. . "' : :"12," Ou ~e ~l~,;'very £ew peopte (generally hemrlec m)~rs) a1~e~ed : "- .' , " ..~ .:-;:::-i;.:(-.-.'~-:i:~.tadut~"~'~ ~U,~ of a~i.c oc, z~,C ~g~cc;~=. :~: za:.f,=~ -.... i~- :..: .: :::.-i~i_-... . ~:;~;:-'.~..::-:_.-.~.~.--.',....>~,:~.. ,.~.:... ~-.~..,~/..~....... ........... . ". .-.. :. :,,,.<.r::..- ~'..,~..- . .,...'.. - ; -. ~..,~:~:'. ~ .'~ ~:--.-,~'~.~-.-'~-..~,.~.cha~,~.:at~e~dt co-be aztenocmus vax~,ac~,ou ~u, cecm~ o£:.che:C:t,mz ~.~::::,:..,~:.'.. ,.,~'.~., ~... " :..=. "..~,,-...~...;~,~..._~?:,~,~.,~,'.,~. ~_~.~;~ .-;.~.~ :... :...,-. .-...~.,: :~ ~'...:-. ... . .. ..... ~::._.~.-, ~..-.'~.'~.~-,.:,~:~.--...;.:..--.......~ ": . .:-: ::. ..... - ..... -..-~-~-~q0"4 ~.~-.- .. . rsC ;c~garacca vu smol~d and Ch~s was de~C..ou r.he ........ .-~- -. j ~1;~;;~ ~.,.~..~:,~. ~,~..,,,.o.~'~._;--..~. ::.- .... , ,. ...~. .... .. _,...~:, .z~..~:: . .. :,.. . . . . • . -,.:~-:~ .:~...:~'~ ................. ... ......... . .....::. ........ . ~..~. ...... ,.... ........ . ....... . .. .... ~~,-~.:.~:i,o.Cl~er~fa~'~.o_.~, lu~d ptevz~usly..:- • . , .. • +:-.-:-.~.:-'--:"::-:-".:.;' ~'";" " " - ~: "" -3.1 " ~.. " - - ~-:.o:~;-.FW~,:~.~'.'.'.'~;'..';~',:,~.:~.~..~.:,,..~.:~ <..,:....',',.~.:....; .... _-: ;:~'.""--..'..':~.~" ,.;-~%~-~.-.'~-.-;:.-:..~-- ." -" -.. ~. .~,..''~ "':.~,~':"~V~.~.-.:'~'C':~,.,..'.;~:.'~.., ::"-..-,'~.-;;~ ... ". - " " " ": .:."'-'~.'. ";..: • " " : " . .. ~'~ '. I ."". .... "~'. .~ " :.:':--.-,;.,-,r.. -".. ..... -. . . . ...., ...... ~.=~-,-" ~. .... : " - " ," .-. :. ~-, ~ ! ,.,--,...~:~,:~ !.-: -~---.~;.-.~t in .e~Xons c.~ in c.~. of ~,-,k"~':-e~~ --~. ~:..:: :-:-:. ,:. i-_-:~:~,, .. - ,- invotved', r.e~hd co leer chac they yen play':i,n.gC.be.odd.q aga~.~st • .~ ." Che~c couCcacclng cmcer. T.nd~ed, they were cleaz:ly not; - . • . .. cou.cerned enoullb co give up oc, indeed, (rich the excepc~ o£ eke lo~ tar groups) Co rel;u].erly smoke a low Car c~$a~eCCe. & m~oc~.cy o£ Che sample re£uced the correlaclou beC3men su~kin$ and =car altogether, either through & bas£c m£sundecsCanding of 4.?. the erguneucs oc by a process o£ racionalisac.;,ou. 14. The ~in,mc£al factor was ofceu regarded as a secondary d£sadvantage buc, ou the whole, the members o£ ou~ sample seemed Co be 1£ccle a~fecced by the cost of che~.r smoking. 4.2 0 0 Co 0 0

Section Reference 15. The anr~-soc£al side of smoking appeared co bl far zmce strongly t perceived than vu the case Idlen • fo~mer scud), on 's£descream' vu conducted in 1976. In face, ~espoudencs themsel-ves L. (parciculaLcl7 the mo~e up~,rkec) mez~ mwa~e of Ch£s ascala~iou + in the non accepCab~.li~ of smok~l Co nou smokers. In Ch£s z~specC, che=e appea~d Co be a spe¢c~.= of acC£Cudms ~om Chose vho vould continue Co smoke resacdles~r, through chose vho did noc " .:.~-.:'-:.-.:~:ji,.srmoke amonpC people ~ao.objecced. co c,ht,;~- ammlr~us;i;~ tJamse':- ~'i--.:" );.i,-.- "~; : i .-. ..-~:.~::'.'..~w.~; . ~.. ; .... -...... . . ... ...... . , .-:i:" "~-:..: {:~-!::;~ _aCcmLIlymci¢ipaeet hosci1£L7 on the pL~C Of non mokers ...:.:. -~... • . .i-~ .... " -. '!/~iamd va~. ~med ,mboQc s,nok, ins in ~e£=.'p=*s-,,ca e',m-.vbe,- no . i-'i.- '.. " " :. ~ ::.i :::i-":~ *.~::Che m~ddle 8rou~ £C £s incrusting Co. uoc~ • dac=use" ~nch~ ..... " " .... • : .,-:~:~..:;;~.;:;~frCC~lp of ~befiamC s~mkeTs area am increue in elm "h~.ghly"couce~z'ned' .- ~-!-;~: :?:-:-". .-~ ~*~~.~.~.` ~.``~.-c--~ :~:~-.~ ~:~`~:°:~;~.~`~.~-.~'.~ ~J~-~`:~ ~.~:~ ..,~,~ ;~.~:;.~:.~.~.: =1...~.-:..;.:~.::: ,,..~.-/... ~ ;-:..,.,~.,.~.:~÷.:. :~-,.,~,~.~.~,~7~bc.a~a, do and .o£. rel;~:dS, u4~ smok:i.ni; as-,, mccratcc].ve S~oI o£ ..~'- :..:-. '.-:~. ~,~; ,.-: ! .":.~:-..~.--..:~-~i:~sduicuood,;:----l"ae~-~ va,r • ~*al~.ng o~ the pzcC o£. soma s;~apl,,.:i.~~'-. ~_-~..:- • :-.~;~.;;-~;.~-1 • .....:-~.~...~.. :'.~.~,-,~-.-',~ ~-. ~ • ._. ....... . . . ..~.~ . . . , . . ...- . .,. - . ~'-~-:,.-~.~.~ ..-.::.-.-~,.-~.~:~.~ms~r)ecs, lbo,,-ever, Chac knovLedge of Cbe c,-sks ,,,v01ve(L ~.n smok.].nf; . ,:..'~:,~:~.-o..~.] • -.~:..-:.,::--..-~;~...,~-~:~.~,..-:~ ..-: ~..~;...~- -. :. . ~. . ~.. ...... :-.::,. • ;-:.: ~.-:..: ,:..-. : .. -:~-~:~-~.~ .-- .:,~'..~-~'-~::,~:~:,~ .- " .:-.-. : ~ :- " - :. - : ...:. .'. ". ' . . ~.. ,-- " .... :. ~.-'~ :~",.~;~..~-/ • ~, ::>..~.~.~.~.~,.~.c., .~:~ .._.. =:.: ~: .-, :~ -. ~ . ",.~. : -..~. :. . .~.. - -- :. • - - ..-: ....* -... .... : .. , . ,~;: .~.c:_,:,~,.-~- -~/ | "~ ".~'~,.~'~.;'~° "r - " ~ .- "~. " :'~" ".'." ~. --" ."" . .." .'.'~ • :- , . ". • . "" .. ." " ".. * • . . . + . . . ,"* "-.. ' " .- . ~ .. .... .2-...:" -. . .. .. " " i .'/ . ... . CO 0 0

^ 17. -~ . 18. • Nov I you,d like you co cell ,,,e vhlch is (he most enjoyabl"t" ..... cigarette of ~he day for you ? (PROBE FULLY FOR TIME OF DAY AND OCCASION) (56) (57) I have here a list of some benefLcs or enjoyments char people have said ~hey • WUTE j TICK ! STAir (,/) L__ i I ! I T I q.19. geC from smoking cigarettes. As I read (hem ouc I would lLke you co Cell me which of the phrases on this card (SHOW CAP.D 14) beec describes your personal a_) h) c) I. d) _~) FEELING BORED A RA/LI) OR BOCTNG TASK h_) z s~:~ sz~usz c~Guzzczs AXE BEING HANI~D AROt]ND, |, ij I SlUiCE IN ORI~R TO BREAK -RLF.; , ICE WITH OTHERSPDKERS I Sl40t~ WHEN i~,i'rY A3SORBED 13 ~IlAT I All DOING k) i> I SHORE IN 0~r~l~ TO IIXLP 1~ CONC~qTRATE I SMOKE 13STEAD OF NIBBL13G $OHETHING =_) I SMOKE ~ WOI~I/~G BUT NOT DEEPLY ABSORBED IN A TASK n) I SH(IE IN ORDEIL TO ]~;£L LESS -- TENSE OR LESS IRP~TAILE o) I SMOKE i~iEN 1 AM FEELING HIMGII~ --" BUT I CAN'T O~ DOK'T WANT TO EAT ~) s~0~13c zs oaz o~ ~ ~. 13D~.CZNCZS 1) z s.oRE w u=, nzLI.c ~o~z Z) CIGARETTES ARE COMFOKrI3G s) I SMOKE WREN FEELING TENSE OR ANXIOUS 7 18 I 9 (6o) t J 1 I 2 I 3 7 (6].) ]. t 3 I "1" 7 18 I 9 ~62) ! l 1 1 2 I 3 I O I X I I I 4. I 5 18 I 9 I 0 I X 12 14 1.5 i I 7 18.1 9 [63)-1 I 2 I 3 I I I 0 I X I I I I I o !x I 4 I 5 7 18 I 9 I 0 I X '('64) "i = i i i I 12 1 3. I ~ 15 I I .I I 7 v8 [ 9 I 0 i X (65) I I I " I ....7 I 8 I --9-- ---- -'X-- (_6+_)_1_ _,J_ _, _3_ _, J_ J J_ 7 1819 I 0 Ix (67) I I 'Z "1 3 I 4 I 5 V) mm wj xj I LIKE TO SI'IDRE WHEN I K~V~ A DI~SI~ I P.EALLY ENJOY SHOK'ING I FIND SZ~0KING ~'1~ SATISI~INu I S~ t~?.b ~ELING DOWN I SMOKE &r"TER ~CEZVING BAD NEW': OR ASUDD~ SROC~' y) RANDLING A ClGA#¢.Z-x~ 1S PART OF TirE, ~JOY~NT OF SMOKING IF 'AGREE STP, OIqGLY/AGIIZE* WITH q.18z: ( AC whac C~mes of .day o~ on whaC occasio'~s do you OR 0CC.,,~SIONS. DUP.ZNG THE DAY 7 18 I 9 I 0 IX (68)' ]. ' 2 'i" 3 i 4 I 5 - - ~- -~"s- "' -~- "~ -o- "~ -x- I • I I 5 (~) i ,~ .... 3. _~ j_ _~ _ _ 7 18 19 I 0 IX (70) " ' ; ~ t i 1 12 13 14 I .5 'I----'I"- ---I----'I ---- 7 I 8 I 9 I 0 I X I "-] I s. always have a c[sarecCe ?. (71) J~ Q.2o__ CO O q.20 O

-9- Q.2Oa. Q. 2Ob. Q.2Oc. q.ZOd. Which of the benefits/occasions listed on this card (SHOW CARD Z) are most likely co be true in your case ? Just ~.ve me the letter of the statemeuc chac appliu most to you. Which one applies next most ? Which one next most ? And ~hich one applies least in your case ? ;F READ OUT I n) TIERE A.r~E OFrEN TT:.T:S :;:IE:; I !.fC:'T L'P, i - CICA.~T~ .T.'.'ST ,"!'T ':.F H.~.4TT , m,, I S':.~. :,.'.'Y.'; P--L,~Z.XG i'i) z s:,.~ L,; o~-f ~o :-~c.~ ,~ ~.?---,~x zx ~.~:s" t 9 _e) ("0 iD b _k) t) 1 J o) r S) r) ~) u) v) E) -,.:} Z) z) Z 5:'-'$:-~. '~6"-N FEZL'::":~ ~ $ORED I S:.:O:,~E AS A p=-.~.L~..n ~-~Z_R A H.~.~ OK ZOR=:;C ".~_SK S:.:C:.CE l.x OPCEF. TO ELAX I .X--ED T.~E ::tCoT[xE I:; c'c:c.--'.'.T--~" I S'.'IOKF, EECA:$- C~'C,'~R~TT--S ,'~:'-. Bi.'.rxc II..V:;'K..5 ,tROI?;D I~..: %'rr!l ~TI'ER .~-i~KF.ES [ S?~JKE ~'iiC:; IY.:F.t'Ly .~.'c.qo.'.~;:'D IX '...'l!.',r ", ..',y: D~!~{C I SXO.%E ;X OP~.~..:R TO h::LP ~?~ C~!~C'::CTP.ATE I S:~KE I:XS.'£AD OF .,[_.,_t..- SOT__.TH.LxG l, |, [ S?K~NZ [~.~.EN ,..~..~;.=...,e. ZL'T NOT DEEPLY .~SO.-'3.ED IN A TASK I S::3KZ IX :RDE.:. TO ?'~-L LESS T~.NSE OR LZS$ .'.RRIT.~ I SMO:,~. k':,E.N I ;2"! FEELi?:G Ht:;G.~Y 3L'T v. C~N'T 0~ DON't" ":.~';T TO EAT S~OKZNG IS ~ OF >~" ., ~'-" ~::D:'LC":CCES I S}!OK:- "~,iFN ~:-.L.~:.G AL,~:~E ~ • ' ,,, I CICA?.:" rTES A.~Z C:~':-',~R'rINC. I SYDI,~. k"6ZN F:Z!.:,.[::G .E:::~E OR ;C,.'.T..',~;$~ ! LIKE TO S.~.'C~ :~':E:: I RA',E A .~.~I?:K, .. o ........ . . ~ _ l FINP S.":,'.:i~:C t?:!., ~A'rI.~F%'i:;Ci I ,<: ",!-[ ..-'. :ilL!.l.',: :'~,.;:; [ $.~'OK~: AF;':L'.-' ;~.. " :'. IX," ";..T) :,:/,:$ !'.'~:;D!.I?:C A EIL'..:"!". ;:; ..'.., ,;i [:1":" ::X.: "',.'~'.%', "F ::'.~,~KTNC ( AL'CA¥.~ HA'C, Ci,,..'-.}~ 'i~.S AT ~!.R%A[:; TI:'-:'S (:.R ~CC.L~,I,');{S D"Ri.NC, ~1.-'?. DAY Me~ Appl ie8 MOB t (72) (73) 2 2 3 4 5 5 6 6 7 7 8 8 9 9 0 0 X X V V ( 7@ (77) 2 2 3 3 4 5 5 6 6 7 7 8 8 9 9 O 0 X X V V (8O) 1 2 6 7 Next (T&) 2 3 6 7 8 9 O Z V (78) 1 2 3 $ 6 7 8 9 0 X V 3 8 Least (75) 1 2 3 4 5 6 7 8 9 O X V (79) I 2 3 5 6 7 8 9 it I I [ r [ O.?! 0 0 ~0 C~ 0 0 O~

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~o 3. BEIqEFZTSIRATZONAL/EMOT~ONAL REASONS FOE SMOKING 3.1. Re laxac£on One of the most ]Jnporcanc benefits of smoking appeared to he the relaxation deri~ed. This was £n terms of enjoyiug a c£gareCte when relaxinI and in a relaxed situation. This =ype of relaxation is vet7 differenC from smoking in order co relax, become less Cause etc. which is another ~porcauc aspect and which will be dealt with in the next section. Smokers all appeared co derive great enjoyment from smoking when in relaxed situations and chase rended co be the fzvourice c£garectes where real pleasure was derived from the act of smoking. These ~rpe of situac£ons included after a meal (extremely rewarding), social situations like coffee mocuinzs, dinner parties or parties, dances, drinking ac the pub (mainly for men); s£ccing down in the averting after the day's Casks are done; in a COffee break; in the car/train/bus in che morninE after .--~shins co leave the house; after sex (expressed more by men) and even iu the bach: "After a meal - it's relaxing ..... You're in a relaxed mood. You get your newspaper ouc and sic back ... You're noc going co dash out and do anything af terwards". Low Tar/Male "When I've taken the ~Rildren co school, I come back, read the newspaper and have a cigarette ... You associate £C ~Ch relaxing. You associate a cigarette w~th the rime you sLc dovuhave a coffee or s~c dovu =md have a chat as opposed co when you're rushing around .... Ac u£ghc, because you relax more at nish~ once you've goc the children in bed ..... when you're S~tCing and chatCine". Middle, King Size/Female "I gec up in about 10 minutes and chert ~ gec in a car and light up .... 1o's the first cine you relax when you sit in the car and scare drlving .. After dinner or after ... (sex) I've knm~n mmmorable ~igarectes chert... With a pint.. You're relaxiu$, you feel relaxed in yourself". Low - P~ddte/Male 0 0 ~0 CO 0 0 CO

3.2. To Reduce Tension~ Depression, Worry, Fear/In Order To Become More Relaxed This appeared co be a vec7 important motivating factor ~ smok~nB and although women were often ready co admit iC more readily chart men ic was ¢lea~Ly a prime factor for both sexes. This aspect includes crisis situations, tension engendered by drivLnz, children or worry or non specific tension, depression, unhappiness ecc. In chess sicuaclons smokers are usinz • clgarecce very much as a psycholozical prop (the alternative being a drink or dcuzs). Indeed the heavier smokers in particular vice often wi~linZ to ad~c ChaC they gould noc be able to 'cope' with life without cigarettes. I! "You'd probably So round the bend without smoking, an~aay .... If you wake up and worry about wo~c, then I'd have • tiE•retie than. Ic's just placating me, I get so wound up ~ch cession. Interviews, you CaT noc ~ get round up and you don't wane Co sic and drum your hands". Low Tar/14ale "If you're tensed up you do ..... If one of che kids is ill or the wife has buuered off with the poscmln or .something like chat". Middle King Siza/Male "Sometimes when you're up right, I find a stronger cigarette ~alum ~y me,yes ... One of the reasons I smoke is char I don't chink my nerves could cope ~ch Setting on with life without ic ... When you're feelin$ abic bad, abic depressed or somechinS cigarettes do help. Or if you're worried -Ic's somechinS to sorc of do instead of sore of scream or sommching''. Female/Middle King Size "1 can't sic soil1 after a ~ime. ~f I've Sot a cigarette I'm all rishc, I feel more relaxed ... If I'm in a bad mood ... Whe~ the kids are on holiday ... Ic cztms you down. If you're worried I certainly smoke more". Female/Low-Middle Tar 3.3. Boredom This aspect, noc in face covered by the McKennetl accribuces, would appear co be an important fa:cor in smoking. Thus,in boring situations like doing a routine, uninteresting job, driving on a ~ocorvay, women ac hope O O ~O CO O ~D

10. rich not enough co do or soumc~zes waiting for food to cook, a cigarette is used as something to do: "Don't you find you smoke more when you're bored, Z do. I ~ither smoke or I eat more .... You're stuck on your own in your room, revising (for exams) on your own and you'd Chink I'd better do something etse, you're bored all the t~me ... Ic's somechinS to do". Low Tar/Male "In my case, I'm bored so I do staoke when I'm working. I broke down on the mocorvay and had co vaic six houzs and I didn't half get through some fags. Z yes just waiting - bored out of my mind - ged up". High Tar/Male "1 started (smok£ug) asain in hosplcal because I was bored. [f you're standing there waiting for something to cook, it's back co keeping us occupied". Female/Low-Middle 3.4. As A P.evard Cigarettes were often used as a reward for doing a difficult or unin~erescins task, such as housework, gardening, decorating or a job at work: "T d£dnve want co do the wretched washing and I'd be having a cigarette as my little reward for doing it". Female]tog-Middle "Say I change al1 the beds, then I'll sic dowu and have a cigarette, then I'll clean all the windows, then I'll think I migh~ have another one, after each job. Well you chink you've done a good job, you deserve a cigarette". Female/Low Tar 0 0 0 0 0

3.5. MaklnS A Break Allied Co point 'the reward aspect', cigarettes were often used to make a break becveen one cask and another: "I make a break now and again, especially if you're doing something which needs exertion like purring up steel beams or som-thlng like char. You sic down and have a cigarette for 5 minutes ... You chink sod ic and you slt down and have a cigarette. It's creating a bzeak". Male/Lov-Middle "I make a break be~en my tasks and have a cigarette. You stop doing something for a while". Low/Male "If we've finished one bic off, before ve start the next bit, we sic down and have a fag". High Tar/Male 3.5. SmokinS In & Social Situation Smoking in a social situation was a time when vs.'7 many responde=cs felt cheF smoked the most. However, the social situation in itself covers several aspects and motivations for smoking: (a) The passing round of oigare~ces in a social situation means chat out of politeness people will smoke ocher people's and offer their own cigarettes when they are not necessarily desired a~'~d like bu~ing the coun~ of drinks everyone feels they uu;sc participate in this process. Allied co this was a feeling of being slightly left out of the crovd noc smokingid~en rich a group of smokers. This was often a reason for returning Co smoking after giving up for a period of ciu~: "You rend to smoke ac the same rate as the heaviest smoker there. As soon as someone cakes ouc chelr cigarettes, they automatically hand them round and you cry co get your flash in, even before you really want one you get your fags ouc to hand them round". Male/tow Tar 0 CD ~,0 CO CD C) r~

"I£ you've got a few friends round I tend co smoke more then because you're alvays passing Chem around. Sometimes you don't really wane one but you feel I've passed u~ne around ic's their turn so you take one" o Female/Lo~-Hiddle "AC a party, you're not ovate of how many you're smoking. Somebody takes out their cigarettes and offers them around mad you cake one, and you don't like to refuse, you Chink you m£ghc offend them - you all smoke at the fastest person's race in a crowd ocher~se they're always handing chore round and you're always smokinS theirs". ~Ltddle King/Hale (b) The relLxation of smoking socially has been covered in section l. (c) Smoking socially is also £or some people a 'social prop', something chaC they can hide behind ..... "You £eel a lot more comfortable in a strange crowd, especially, if you've SoC a cigarette. IC's Chat thins, do you stand there and look avkvard, or do you put a cigarette on and Siva your hands someChing to do". Male/Hiddla King Size 3.7. WorkinS Interestingly, all buc the heavies~ (i.e. almosC continuous) smokers appeared to rarely smoke vhen working hard and being absorbed in their task, because they yore chinking of something else. It vu only when working less hard i.e. being less absorbed, char they yore likely co smoke. Thus, only o a fay BCI's expressed the belief that a cigarette helped them to concentrate ou their work. 1c was also pertinent thac many m~nual workers iu parcicular were either forbidden to smoke ac york or found ic impossible co do so because they were unable co use ~heir hands to hold a cigarette and did noc like co keep one in chair mouths: "k~en you're bored, when you've nothing to do If you're busy you don't rend to smoke so much .. If you're working hard, you don't smoke, you're occupied, you don't chink about a cigarette". Hale/L0v~.iddle 0 0 0 0 r~ r~

";.f T'm working T'm not bothered about cigarettes .. I'm not allowed to smoke, well you can't really with gelding". Male~ligh Tar "~f I'm doing things, I don't smoke ... You ¢m~'t if your hands are full. I can't smoke at york, because I'm cooking people's lunches ... I just don't because I'm working with chLldren, it's not a very good exazple ... When I'm working I don't avert chink about a cigaretta". Female/Log Tar Similarly, ocher than in a situation of relaxation, respondents tended not to smoke ~d~eu doing screeching interesting, for the same reason Chat their mind was fully engaged ~z~d thus diverted from smoking. 3.8. Instead Of Eacinq Food Only rarely did respondents smoke instead of eating a meal, as a dellberace attempt to diet. Borrower chafe was generally agcea,-anc chat smoking was to some extent an appetite suppressant. Thus smoking was often used to stave off hunger pains at times when ic gas ~nposs£bla to eat or to prevent nibbli~S between meals. By the same token, there was a strong feeling chac without a cigarette (e.g. when atcemptinz to Siva up smoking), people tended to nibble, particularly sweets, cakes and biscuits: "I chink I smoke co stop myself eating a Lot. It's the extra I stop aqvsalf eac~ng, in bec~aten meals .. can't So from breakfast to lunch ~chout eating anychi,~g, without a cigarecca. I'd pick all day.. It stops the 2 or 3 biscuits with coffee". Femala/~£(ddle King Size 'qou're in a sltuacion when it's the only substitute (for food). You might be peckish or hungz7 and couldn't get something. Only to put it off ... It takes the edge off your appetite ... I buy mysel£ some sweets if $ haven't got any cigarettes". Hale/Low Tar 0 0 ~D O0 0 0 k~4

£4. 3.9. Private Indul|ence For some of che sample, main17 vomen, cigarettes were regarded as their only persoaal indulgence and somechinS private of their ovn separate £rom their ex£scence as a ~fe and mother. "I feel Z'm entitled Co something. I mean, I don't dr~k and T doa'c go ouc. Ic's the only fun I have ... It's all chaC I have" Yemale/Lo~-Middle "I do feel it's my thing, my only induigence". Female/M.~ddleF~ou King Size 3.10. Ks A Comparison When Laael7 r, certain circumstances clgaclcces were regarded by some people as a companlou /cou~occec in lonely situations like being awake ac night. ~uarally these slCuaCions involved also some degree of censlon: "I smoke mere vhen I'm sleeping in the cab, ac night rime. Ic gets a bic creepy and all, and chac l£tcle flame there 7ou chink, hallo, someth~g with li£e. I used Co get ablc scared sometimes, especially in lonely places, you knov whac I mean". Male/High Tar 3.11. Last T~inS AC Niqhc/Firsc ThinS In The MocuinS ~a£1sc a few respondents m~de a poLnc o£ a "last cigarette at ni~c", the majority did uoC particularly have a 'last cigarette' before going co bed. Only very few smoked in bed last ChinSac night 'co puc them Co sleep'. Similarly there was an eno~us variation as co the time of the first cigarette, rich the heavier smokers reaching out for chair cigarettes firsc chins vhen they woke up, ochers smoking rich coffee, after break£asc or lacer at a point when the7 could relax. Thus for moat there appears to be no real ritual o£ '£irst' and 'last' cigarecces or indeed of any ocher significant ritualised occasion, this being more dependent on personality cype rather chart anychinS else. 0 0 CO 0 0

PERCEIVED DISADVANTAGES OF SMOKING AND ACTION TAKING TO A~LTORETE THESE ~.1. Healch The majoricy of the sample particularly the women felt chac the health risk was the greatest disadvantage of smoking and a surprising number had made attempts co give up smok~g often on several occasions, buc ultimately without success. The qunsciou of health covered two areas: Ca) The iznediace and often noticeable problem of being somewhat ouC of breach when attempting co run or indulge in sporting activities which quire a number of respondents c~nced upon:- "I'm a loC shorter of wind Chart I used co be, iC's obviously having an effect". Male/Middle, Kiug Size "You gec ouc of breach quicker... I find I can't swim as far as I used Co swim ... I feel the effects of ic now, I'm very shore of breach". Female/Lo~-~L~ddle Tar Cb) The long term effect on the healch. In this respscC, whilst man7 respondents skirted around the problems of bronchitis ecc. it was clear chac the fundamental fear was of cancer and there were coo basic schools of choughC here. The majority accepted the validity of the possibili~/ cf developing lung cancer but to a greater or lesser extent were able co raclonalise wlch the cheor7 "ic ~on'c happen to me". Thac is Co say they accepted chat they were caking a chance buc in 'plar/ing the odds' they hoped co come ouc the winner: "You know there's something wrong but you don't wane to know ... Ic's a risk chac you cake .. I seriously believe it could damage my health ... You think co yourself, he's got ic, ic doesn't mean I'm going co gec it, it's abic likm playing Eussian Roulette .. You know you're running a risk buc you don't wane to believe ic's as high for you as the next bloke". Male/MiddLe, King Size CD 0 ~O Co CD 0 Un

"You're playing the odds. They say one in every six people who s~oke are going to die of lung cancer and everyone playing the odds it won't happen to me". Male/Low-Middle "It d=mages your lungs after a while. You might think of it but the= you th£nk ah and lapse back". Female/Lo~-Midd le ,l Thus, whilst these smokers felt that the bealth risk was a disadvantage they were ultimately not worried enough co give up smoking finally once and for all. Nor were they (with the exception of the Low Tar Groups) willing to smoke a lower tar cigarette regularly because they found them unsatisfying co smoke: "Tc's Iika puffing ou air". Male/Low-~Liddle TC was clear, however, thaC the lower tar smokers, having made their adjustment for heath reasons, were noc psychologically any more ready to give up smoking chart the rest of the sample. Interestingly the high tar (male) smokers were not totally unwo:ried by health and some had cuc dc~au the number of cigarettes they s~oked rather chart sacrifice the caste and satisfaction of their cigarette: "It's made me chink ... I've cut down from 50 or &O to under 20 ...". Male/HighTar Perhaps the general lethargy and ability to racionalise away the risks can best be illustrated by two women, both heavy smokers (&O plus per day) who had been told to give up by their doctors, one because of heart trouble one because of shadows on her lungs. This young lady who at the age of 25 had been given 5 years co live if she continued smoking expressed her persistence in this way: "WeLl the doctor gave me till I was 30 if I carried on smoking. I've goc shadows on my lungs ... I pass out if I walk up a flight of stairs - I cuC down from 60 ¢o 40 - (Give Up) No I couldn't do without the fags". Female/Middle Non King Size 0 0 ,43 0 0

17. The ocher exclaimed: "The first thing I did vhen I got ouc of the bear= ward vu to have a fag", Female/middle Non King Size A~orlty of the sa=ple (generally male) either f~oa sheer mis,~derscanding of the argument about lunz cancer or through a clever process of raticmalisation refuted the connection between smok~n$ and lung cancer,. gen,~rally ¢icins the acquaintanceship with a vealthy octogenerianvho had smoked heavily all his or her life as a ra~utac£ou of any connection be~aeen "I don't ch~k they've proved it. I've smoked for years and it's never damaged my health ... I don't believe any of the statistics, they say egg a~d bacon doesn't do you any ~ood". Hale/High Tar "T've kno~-n people vho've smoked like troopers for years and obey're st£11 going strong". Male FLov Tar "But there yes a bloke and he said his father is 96 and he's smoked heavy all his life and he's going strong so I don't th~'tk chore can be much truth in it". Male (Middle) King Size ~.2. Finance Whilst the expense of cigarettes was vet7 often listed as the second major disadvantage to smoking, ic was clear that it was no__~c a detec-,~nins factor influencing respondents to cuc down or scop smoking altogether. Respondents tended co adjust by shopping around £or price offers but even here, they tended not to buy in bulk and thus more cheaply through fear of smoking more cigarettes if obey did so. 0 0 0 0

In this sample only the Cadets smokers appeared Co be influenced by price. Otherwlse respondents tended co racionalise that they would not reelly notice the money, chat ic was ~heir only pleasure (mainly wo=en) or just that they were resigned to paying money for something Chat save them pleasure: "~ don't think Lt's a deterrent in any case. IC's the same as running a ear - you always seem to have money Co smoke". ~ale/Righ Tar "If there's a budget, buC them you get the cu= price shops which help co bring it dram- Z feel I'm entitled to something, I mean I don't drink and I don't go out, it's the only fun T have ... I£ I'm going Co die I'm going to die happy". Female/Low-F~ddl • 4.3. ~ti-Social Aspects "It's a dirty fiIthy habit", appears co be a phrase which ~s easily o£f the tongues of smokers and mose. were willing to admit that i'. was ~mpleasao: for non smokers because of the smell, the stale smell i~ their houses and the smoke getting into their eyes. It is incerest£ng to note hog this awareness of the social unacceptability of smoking has escalated since the first survey conducted ou S£destream £~. 1976 when only z su~ll minority of the sample appeared to be aware of the dislike and disapproval of non smokers. Certainly there now appears co be widespread recos,nition of the fact and a feeling that anti-smoking attitudes have hardened over che last cwo or three years: "It's grouu hasn't it ? They now talk about it.. They see somthing self rishteous about being a non-smoker - that's due Co the publlcicy, ic's affected non-smokers more than smokers. They make it known Co you chat your smoke's annoying them - people you work with, people you drink in pubs w~Ch". Low TarA~ale 0 0 CO 0 0 r~ c~

19. The more upmarkeC appeared to be more aware of the problems, probably because they were ~nvolved in more work and social situacions ,.'he.~e ic c,~ccered and ~ece the Lack of acceptability of smckinS might be c~-ucial. Rowever, throughout the soclal rinses che~ did appear co be am ~areness of there being less public places where smokinB yes allowed and of these being a body of non-smokers who £oLmd cue habit unpleasant. ~rczinly the affect of children, who have been caught about the problems of smoking in school, should not be min~uised, since they appear co efface some control no¢, ou17 in the area of health but also on the soci~ side: "My children say I smell... They don't like ms Co kiss Chain - I mm~ that's noc very nice". TeuJ.e/Lov--~.ddl e There appear Co be a specc~ of attitudes in chis area ranging .~.~om a defiant attitude at one extreme (i.e. "T'II smoke where amd vhen I llke"), .d~ough an observance of non-smok£ng in front of those ~d~o dlslike ic (usual in ocher people's houses or cars) to an actual, concern about s~oking in front of non-smokers. Ic should be said chac most respondents fell into the a~ddle category amd did noc ~ppear to mseca great ~oumc of a~ci-smoking resistance in their daily lives. However, ic is also notch policing ouc chac the group of defi~c smokers appears to be shrink~g vT~.lsc the 'c~ncerned' smokers would seem co be growing. The following quota:ions illuscraces the spec~rc~ of atClCudes in this area: Ca) "If they rave their hands ac you (blowL~g smoke ~ay) I wouldn't cake a blind biC of notice". Male/High Tar "(b) "They're Lmproving on you CstoppLng you smokinz) if he's invited you there and he knovs chac you smoke, he's invited you there and that's it ... ic's so percy because i:'s not chat much of an inconvenience.. it's like saying you can't have a drink". Male/Lo;--.~ddle "If they ~re earing and someone says cot= thac smells a bic I'd put the clgaretce cuc. Ic's more of a courtesy chin anything ... I ~ouldn't smoke in my mate's house because he's a non smoker and doesn't like ic, so I go out and have a pine and a fag and come back". Male/High Tar 0 ~O

"i've Soc Eriends who I go outside with and have a puff in the garden because they're very an Ci" • FemaLe/L0v-Middle (c) "Tc's becomes anti-social co smoke now, so any ~ is o£Cen now le~c in my ha~uibag, I'm coo ashamed ... ic's becomlnS more and more of an embat-cassmanC Co find yoursel£ the only person in the room smoking". 1emale/l~ddle King Size "Do you ever ~ind yo~rcself Setting nervous when you gec your c£garecces ouc, am I $oing co gee turned down ? I often find myself offerins my cigarettes round co che group and they all say 'uo thanks' and I puc che~ avay again". Hale/Low Tar "I'm embarrassed £5 I know the people I'm ~Ch are anti .... ic's hurtful I don'c like =o o££end anTbody". Female FLow-l'~ ddl • 0 0 %O CO 0 0 0

J 5. REASONS FOR STARTING SI'~KING Almost £nvariably respondents had started smoking co 'book b~g' and 'be an adult'. This did noc relate to any particular brand since they usually had smoked the cheapest initially. "~cavado - to look big . .. Perhaps you felt in company chac it's more masculine to smoke.. (HumphreyBogarc always had a cigarette in his mouth). Children see their parents smoke so they chink chac's whac you do when your Srown U~)n - Male/Middle KinE S£ze "Zt's a big Ch;-g- iC'S clever". Female/Lov--Middle Eesponde~ts race divided as co whether they felt chat this atcicu4e still prevailed rich some feeling chat children were smoking openly more chart ever before buC ochers feeling chac ch£1dcen race becoming strongly anti- smoking because of the health ="isks. "My lad'll never smoke. Re says 'Dad why do you do it ... your killlns yourself* ?" Male/H£gh Tac CD 0 ~D CO O 0 t~

400980032 !.i

MnKenne I 1 r Q. We are interested in knowing when people smoke. likely or unlikely Co smoke ................. Would you say you ace l. ~en celaxias pt 2. Last thing ac niShc 3. Ey yourself and feeling alone 4. In a break between tasks 5. When you do someChiu$ £ncerescins o 7, Whmu you feel hunsry W~en with ocher people 8. k~e~ working hard 9. When irritable 10. instead of earing a suack 11. First chins in the moruinE CD CD OO t~

12. 13. 14. How often do you feel that by smoking you look mote relaxed to o~he~s and fit in better in a group? 8ow often do you find yourself smoking although you're not really enjoying it? Hovof:en do you you feel thac smoking helps you co feel more sure of yourself and give you confidence vhen ~th ocher people? 15. How often do you find yourself smokin$ only because ochers are smokins even though you yourself are not really enjoying it? 16. Would you say you smoke more vhan out for the evening or more vhen stayin8 home for the evening? J~ 0 0 CO 0

111£ qUES'rtONNaZ&E C:) 0 CO 0 0 tJ'l

Suc. No. Lb37 NAME AND ADDRESS TELEPHONE NO OCCUPATZON RESPONDENT SEX MALE I FEMALE 2 AGE 45 ; ! ~TE ~ EXACT AGZ OCCUPAIZON HEAD OF HOUSE SOCIAL GRADE AB 1 C1 2 C2 3 DE 4 I declare that the respondents were unknc~ to me before interv~evs took place and thac this quesciormaire has been conducted according to £nsc.-uccions and has been checked. Signature Sntecviever's Number Date of In:erv'i.ew This quesc£onnaire is the pcopeccy of:- England, Grosse and Associates Limited, c/o Pegasus Research Lim£ced, 21 Buck£ngham Palace Road, London S.N.I. C~ O ~O CO CD <:D O',

SHOW CARD A -I- Q.2a QoZb LOW TAR IOW TO F~DDLE TAR MIDDLE TAR MIDDLE TO RIGN/ HIGH TAR Which, if anya of the phrases on this card apply co you? I drink canned/bottled lager or beer ac home at. least once a week use hair shampoo ac least once a week smoke 2 or mo~e packece~ ~i~arecCes a day I eacac least 1 bac of chocolate a week None of chase How many packetad cigarettes do you smoke each day on average? WRITE IN EXACT NUMBER Which bramd of packeted cigarettes do you smoke most often7 PROBE FULL BPA/4D NAME AND~c~R TIPPED O~ Embassy Extra Mild Embassy No.1 Extra Mild John Player King Size Excca M~Id Silk Cuc King Size Silk Cuc No.5 Silk Cut Kesulac Cadets John Player Carlton Long Size Marlboro Peter Stuyvesanc King Size Piccadilly Tipped Non Kin| Size Embassy ~esa~ Embassy Tipped Players No.8 KinS Size Benson & ~edges King Size Embassy No.l King Size ~layers No.6 King Size Scare Express 555 King Size Capstan Full Strength Pack D~ive Plain Senior Service Plain WoodbL~e PLain > 1 2 3 GO TO Q.2 4 5 CLOSE 1 2 3 4 5 6 7 8 9 0 X V 1 2 0 0 ~D O0 0 0 "-4

? -- b -- Q .2c ~ich brands of packeced cigarettes do you buy in this co,retry co smoke occasionally. By occas£ona~ly I mean ac least 1 packet per week Or morl o~ ~ver&g~. PROBE FULL BRAND N~ AND ;EIETHEX TTPPED OR l~ SR(N CArD Q.3. Uses one o3 the phrases on this card I want you to tell me how c~nce~med you are about the risk to health caused by cigarette smoking. Very concerned Quire concerned A l£ctle concerned Hardly ac all concerned Noc aC all concerned q.3. a And boy concerned are you about the possible effects your smoking cigarettes has on your o~m health? Very concerned Qu~ce coucecned A little concerned Hardly ac all concerned Noc a~ a11 conceded O O ,.0 CO 0 0

- 5- SHOW CARD C r~ (~o41 Do you yourseIf or any of your close £riends or relatives york in any of these industries or pro Eess£ons? Advertising HarkmC Research CiZarecce/cobacco industry Confe ccioner7/hers agencs outlet Journalism CLOSE Accou~ cancy ~nsurance The motor trade Toochpas re/shampoo manufacturers None of these GO TO q.5 QoS° Were you born aud brought up in this country? Yes No °~ CLOSE qo6° Have you attended a g~oup discussion of ch~$ kind in cha last twelve mouCh~? Yes No CD 0 ~0 CO CD ~D

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