Tobacco Documents Online

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. . ,~ MOZZVATZON ('eSO~CT ~) Prepared For: .... i British-American Tobacco Co. Ltd. • . .-~_ _~ --- ~ 21 BuckinghamPalace~ad London S~I~OPP. 3.1637 Yebruar7 I979 m BATCo document for Legal Services • Health Canada 19 May 1999

~HDEX I. INTRODUCTIOH 2. SUMMAEY AND C0];CLgSIOt~S 3. BI~E~'ITS/R.~LTI0~ZAL/EMOTI0tguL EF.JLSO~S FOE SMOKING Pa~e ~o. o o FEECE~ED DISADVANTAGES OF SMOKING ~tRD ~'TI01; TAKEN TO AMELIORATE THESE REASONS FOE ~G SMOKING f AFgENDZX: TEE q~STl0mLt~E 15 21 --.,~.. . --- . ___. C~ r~D O', CO -'-,3 .... r~ BATCo document for Legal Services • Health Canada 19 May 1999

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1. INTRODUCTION England, Grosse and Associates were co~issioned by British American Tobacco Limited to carry out qualitative work among smokers. At the stage when the questionnaire for Project Libra was being discussed i= was agreed that particular question areas m/ght need further qualitative exploration, par- tiaularly chose areas concerned with the benefits derived from smoking. E.G.A. co~nented that recent qualitative work completed by British American Tobacco • for Project Aquarius provided a good basis for a consumer brief to explore benefits expressed in consumer language. E.G.A. mentioned that other qualit- ative work completed by them also indicated ~3zat ~he terminology used by McKennell was possibly no longer up to date and that it would be a worthwhile exercise to explore these aspects in much more detail. E.G.A. therefore discussed the problem with all researchers who had carried out work on their behal~ for B.A.T. and with the researcher who had completed the qualitative stage on Project Aquarius. The overall objective was to explore which aspects needed to be included within the brief and to examine ...... ~h-e--v-6-cabui-a~ %-h3~-sT~ul-d be used- to measure these benefits. At the s-am~ ~i-me-- it was felt that further work in terms of perceived disadvantages should be completed since one of the aims of the Libra project is co group smokers in terms of consonance and dissonance. The McKeunell battery of benefits was therefore issued ~o each of the qualitative researchers and their comments were synthesised prior to the start of the qualitative incervie~ring. A copy of the McKeunell questions is shown at 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 Summ~ry (Section 2). Interviewing Cook place between 11.12.78 and 10.1.79. Nine group discussions were held among low, low to middle, middle and middle to high/high tar smokers all aged between 20 and 45. Quota controls were set by sex, age and social N CO f~o BATCo document for Legal Services • Health Canada 19 May 1999

2 class and all respondents had to smoke 2 or more packeted cigarettes per day. The nine groups comprised: Group I Group 2 Two low tar ~roups One group male, one group female AB Cl C2 social class grouping Smokers of:- Embassy Extra Mild, Embassy No.l Extra Mild, John Player King Size Extra Mild, Silk Cut King Size, Silk Cu= No.3, Silk Cut Regular. Group 3 Group 4 Two low =o middle car groups One group male, one group female AB CI C2 social class grouping Smokers of:- Cadets, John Player Carl=on LS Marlboro, Peter Stuyvesant King Size, Piccadilly Tipped Group 5 .... Four middle tar .... _On_e .grgup. male. gne_~ou~i~~- Group 6 ~roups Group 7 Group 8 King Size smokers Cl C2 social class grouping Smokers of:- Bensou & Hedges King Size, Embassy No.l King Size, Players No.6 King Size, State Express 555 King Size One group male, one group female Non-King Size smokers C1 C2 social class grouping Smokers of:- Embassy Regal, Embassy Tipped, Players No.6 Group 9 One middle =o high/ tar group One group male CZDE social class grouping Smokers of: CapsCan Full S=rength, Park Drive Plain, Senior Service Plain, Woodbine Plain C7". C~D --..j BATCo document for Legal Services • Health Canada 19 May 1999

Two of the groups emerged as very heavy smokers (40 plus per day). groups were groups 7 and 8 above. l'ne $e The qualitative work completed indicated ~a= there are three perceived elemeu=s involved in the smoking process: a) b) The posi=ive end benefits or actual ratioual/emotionat reasons for smoking, e.g., relaxation, boredom, etc, which will be dealt with fully in the subsequent sections of ~his report. Force of habi't, i.e., lighting up a cigarette wi=hout thinking for no particular reason, simply because smoking had become an un- controllable habit: "~t becomes a reflex acnion...you automa=ically ..... ---: .............. ~ea_~__f_OX_~our fags and light one up...It's a habit ~hat you can't get out of". Low Tar/Male '~abit. You get up in the morning and automa=ically have a cigarette". High Tar/Male "I don't mean that every one I'm smoking I'm thoroughly enjoying, i~ becomes habit...It's ten o'clock ~herefore I must have a cup of coffee an~ a cigarette". Low Tar/Female c) The physical need for a cigarette like a drug is a=tributed to a dependency on the uicotine content and a feeling of experiencing O cr~ c~ ~D CO BATCo document for Legal Services • Health Canada 19 May 1999

4. withdrawal symptoms without it: "It's an addiction. I saw a programme about heroin addiction and that's all cigarettes are, an addiction. If you tt-y co do without them, you have terrible withdrawal symptoms, at least I do - for nicotine .... you're craving for something - as soon as you've had that cigarette you feel back ~ normal". '~ow-Middle/Female 'You're hooked - it's a drug- the nicotine I suppose." Middle King/Male "It's like a drug...I~'s actually when the blood needs the nicotine." Low/Female It should be mentioned at this juncture that there appeared to be no significant differences in attitudes towards smoking between the different tar groups (other =hat in the area of health visa~ vis the low tar groups). However, there did appear co be differences according to weigh= of smoking. In =his respec= whilsc _al!__chree elements-listed-above appeared C~-be pre=t:u~L- amuu~t, che~2Cu--~..---r-~ cigarettes plus a day smokers, the lighter smokers, not surprisingly; placed more emphasis on the benefits of smoking rather than the physical need or habit aspects. Conversely abe 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 section of this report). Section 2 of this report summarises the findings given in more detail iu 3 Co 5. Section 2 also contains the final variation of the benefits section for the Libra questionnaire. Disadvantages which emerged from the study were incorporated at various stages in the Libra questionnaire as appropriate. 0 r~O C~ CO BATCo document for Legal Services • Health Canada 19 May 1999

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