Abstract
This 1985 strategic marketing research report by R.J. Reynolds (RJR) focuses on how the personality characteristics of smokers differ from those of nonsmokers. The report makes some interesting observations, for example:
"...cigarette smokers had a lower level of education (on the average) than any other product category. By comparison, beer and alcohol [markets] are upscale."
It also points out that
"In addition to their downscale nature, they also date earlier and more frequently, and are more likely to experience marital problems, drink alcohol, be in car accidents and eat spicier foods."
The report also observes that "Younger adult smokers tend to set and pursue goals and activities which the authorities in their life disapprove of."
and
"...the nonsmoker settles for a more restricted pattern of living and achieves more order and serenity. He is more certain of who he is and less aware of what he might be. The smoker suffers more but he is more likely to lead a full rich life."
Fields
- Quotes
ANALYSIS OF SMOKER AND NONSMOKER DIFFERENCES
BACKGROUND
Research has shown that there are many differences between smokers and nonsmokers and some of these differences are large. For example, on products included in the Simmons Study, cigarette smokers had a lower level of education (on the average) than any other product category. By comparison, beer and alcohol are upscale.
While the cigarette market is extreme in terms of its educational attainment, it does not consist of ignorant consumers. Although they are less likely to go to college and their academic performance is lower, several studies have indicated that there is no meaningful difference in their IQ's. The downscale nature of smokers reflects their attitudes and choices more than their abilities.
In short, it is not the educational status of smokers that makes them extreme. They are extreme in terms of the attitudes, values, and lifestyles they choose to live by...
OVERVIEW
A list of all smoker versus nonsmoker differences would be very large. In addition to their downscale nature, they also date earlier and more frequently, and are more likely to experience marital problems, drink alcohol, be in car accidents and eat spicier foods.
Certainly, there is no cause and effect relationship between these activities and smoking. They are all cues and symbols of the mind-set that leads consumers to adopt these products and activities. These lifestyle and mind-set differences are most apparent among younger adults but are also evident among older smokers.
YOUNGER ADULT SMOKERS
Studies describe younger adult smokers as being rebellious against authority, having poor relationships with their parents and as susceptible to the influences of their peer group. Stated this way, it implies that smokers are maladjusted and that they will eventually out-grow these characteristics. This does not seem to be the case.
These characteristics of younger adult smokers can be more objectively described as follows. Younger adult smokers tend to set and pursue goals and activities which the authorities in their life disapprove of. Conversely, the nonsmoker is more likely to settle on goals and activities that are approved of by authorities.
In the FUBYAS [First Usual Brand Younger Adult Smoker] study, smokers were characterized by the "Rockers" while the nonsmokers stereo-type was the "Goody-Goody" or the "Prep." The "Rockers" tend to wear blue Jeans/T-shirts, go to rock concerts, drive a used car/van, etc. while the Prep is more likely to wear "casual clothes", like top 40's music, and want a Volvo or BMW. Both groups conform in their behavior. The only difference is who they conform to. In light of conflicting interests between peer group and authorities, smokers favor the peer group while nonsmokers consistently favor the authority.
Another factor that differentiates younger adult smokers is impatience in their search for independence and adventure. They seek risks, adventure, and experiences earlier than nonsmokers. They date earlier and more frequently, are more likely to be involved in car accidents and drink alcoholic beverages before reaching the legal age. They change Jobs more frequently. Their lifestyles are characterized by change and conflict which produces a higher level of excitement and stimulation, as well as stress and anxiety. Nonsmokers in comparison lead much quieter and more deliberate lifestyles...
[From Page 8]:
...Heavy smokers tend to manifest to a still greater degree those characteristics that distinguish smokers from the rest of the general population. This means that marketing programs which key on characteristics of smokers (as opposed to universal wants) will be particularly relevant to heavy users who are valuable customers in terms of volume.
- Company
- R.J. Reynolds
- Author
- Nordine, R.C.
- Recipient
- Presumed corporate recipient, R.J. Reynolds Tobacco Company
RegionUnited States
Named PersonPhilip Morris
R.J. Reynolds
Volvo
BMW
Heath, C.W.
Coan, R.W.
Army
Gonzalez, C.A.
Yankelovich
Simmons
TypeMARKETING DOC
Document Images
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CONFIDENTIAL
STRATEGIC RESEARCH
REPORT
ANALYSIS OF
SMOKER AND NONSMOKER
DIFFERENCES
By
Richard C. Nordine
PUBLISHED BY THE MARKETING DEVELOPMENT DEPARTMENT
R.J, REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N.C. 27102
RJRT Form 7368 - 10/81
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ANALYSIS OF SMOKER AND NONSMOKER DIFFERENCES
BACKGROUND
Research has shown that there are many differences between smokers and
nonsmokers and some of these differences are large. For example, on products
included in the Simmons Study, cigarette smokers had a lower level of
education (on the average) than any other product category. By comparison,
beer and alcohol are upscale.
While the ciga'rette market is extreme in terms of its educational attainment,
it does not consist of ignorant consumers. Although they are less likely to
go to college and their academic performance is lower, several studies have
indicated that there is no meaningful difference in their IQ's. The downscale
nature of smokers reflects their attitudes and choices more than their
abilities.
In short, it is not the educational status of smokers that makes them extreme.
They are extreme in terms of the attitudes, values, and lifestyles they choose
to live by. They do not aspire to the same goals as the general population
and have different views in terms of how they see themselves in relation to
their environment.
Several recent studies have described smoker and nonsmoker characteristics.
Examples include the Less Educated Smoker Study, Younger Adult Smoker Analysis
and the .Marketing Influences Presentation. In addition, hundreds of studies
that were commissioned by anti-smoking groups have been published. Anti-
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smoking studies usually cast the smoker in a negative stereo-type. Therefore
these results must be re-thought from a more positive viewpoint.
This report attempts to provide an integrated understanding of the smoker
encompassing both demographics and mind-sets. It interprets results from the
viewpoint of the cigarette marketer by identifying the positive characteris-
tics of smokers.
In addition, the report provides a stereo-type of the nonsmoker mind-set.
This will enable RJR to clearly understand what a smoker mind-set is as well
as what it is not.
OVERVIEW
A list of all smoker versus nonsmoker differences would be very large. In
addition to their downscale nature, they also date earlier and more
frequently, and are more likely to experience marital problems, drink alcohol,
be in car accidents and eat spicier foods.
Certainly, there is no cause and effect relationship between these activities
and smoking. They are all cues and symbols of the mind-set that leads
consumers to adopt these products and activities. These lifestyle and
mind-set differences are most apparent among younger adults but are also
evident among older smokers.
YOUNGER ADULT SMOKERS
Studies describe younger adult smokers as being rebellious against authority, __j
having poor relationships with their parents and as susceptible to the
a
r
-2-
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influences of their peer group. Stated this way, it implies that smokers are
maladjusted and that they will eventually out-grow these characteristics.
This does not seem to be the case.
These che,racteristics of younger adult smokers can be more objectively
described as follows. Younger adult smokers tend to set and pursue goals and
activities which the authorities in their life disapprove of. Conversely, the
nonsmoker is more likely to settle on goals and activities that are approved
of by authorities.
In the FUBYAS study, smokers were characterized by the "Rockers" while the
nonsmoker stereo-type was the "Goody-Goody" or the "Prep". The "Rockers" tend
to wear blue jeans/T-shirts, go to rock concerts, drive a used car/van, etc.
while the Prep is more likely to wear "casual clothes", like top 40's music,
and want a Volvo or BMW. Both groups conform in their behavior. The only
difference is who they conform to. In light of conflicting interests between
peer grou.p and authorities, smokers favor the peer group while nonsmokers
consistently favor the authority.
Another factor that differentiates younger adult smokers is impatience in
their search for independence and adventure. They seek risks, adventure, and
experiences earlier than nonsmokers. They date earlier and more frequently,
are more likely to be involved in car accidents and drink alcoholic beverages
before reaching the legal age. They change jobs more frequently. Their
lifestyles are characterized by change and conflict which produces a higher
level of excitement and stimulation, as well as stress and anxiety.
Nonsmokers in comparison lead much quieter and more deliberate lifestyles.
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OLDER SMOKERS
Older smokers also possess many of the qualities of younger adult smokers.
These are documented in many articles published about smokers. These
differences are extremely consistent across all demographic groups, time, and
even country. The basic conclusions of recent studies are almost identical to
those done in 1963 and smokers in the U.S., Canada, Germany and Australia all
have remarkably similar mind-sets.
One of the most meaningful studies was completed by Clark W. Heath in 1958.
It described smoker versus nonsmoker differences among 252 college-educated
males ages 33-37.
Heath states that the smokers showed great energy, restlessness, a seeking of
danger and a kind of independence which keeps them actively engaged in some
enterprise which appeals to them. They tend to have difficulties with
marriage, perhaps reflecting their independent natures. The nonsmokers, on
the other hand, are steady, dependable and hard workers, with stable marriages
and they aead rather quiet progressive lives.
The following is a psychographic profile of the five heaviest smokers in
Heath's study. It describes how the above ideas are relevant in their
lifestyle:c. It also provides a contrast with five nonsmokers which were
chosen randomly. This may help provide a feeling for the differences in
lifestyless summarized above.
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Hei=$mokers
Case 1, A product of a poor family, with dominating critical parents, he had to
work his way through college. He chose a dangerous branch of the armed service
during the war, one for which he had admitted some fear, and fulfilled his duties
well. Active physical work for a large firm which sets standards for employees
but provides housing, pension, and lnsurance plans. Some marital difficulties.
Sornewhat suspicious of others.
Case 2. Hard-drlving and striving worker. Remarkable combat record during the
war, including long periods of dangerous fighting and several wounds. Psycho-
sonatlc symptoms on returning to civilian life. A stormy courtship, but even-
tu,5lly a successful marriage and successful career. Aggressive worker In a highly
conpetitive business field.
Case 3. This man was cast off by a broken family at an early age to make his own
way, Highly Intelligent, bitter, critical, he has met one setback after another,
usjally of his own making. Difficulty flttlnq Into conventional soclal life; many
laie affairs. Difficulty controlling drlnking. Has at last found a satisfactory
ca-eer at which he works with almost desperate energy.
Caae 4. A robust energetic headstrong fellow, who broke from his conservative
family whiae In college, got Into brawls, performed Impulsive acts, and In general
wa:; a problem to family and college. The psychiatrist called him an "Irregular
an,i unsystematic boy." In his Junior year he had a "rearrangement of Ideas" and
became a good student. He was a commander of a combat unit of 250 men during the
wa-, Since then he has been an energetic advocate of social reforms and actively
puts his Ideas Into effect. Moderate marriage difficulties.
Case 5. In college described as a "good-looking, active, energetic, athletic
bov," One of the few with tattoo marks. His mother said, "He gives birth to a
new idea and falls In love with a new girl every day." During the war was a naval
oFicer In combat. His work requires travel In foreign countries and considerable
Initiative and physical activlty. Marriage resulted In divorce.
Nonsmokers
Case 1. Obtained perhaps the highest Army grades of the study. Public school and
Middle West background. Parents both died when he was young, and he was raised by
an older sister who gave him good security under the circumstances. He reacts
qu~ckiy to threats but returns to normal quickly. Speciallzed noncombat duties
during the war. His Intellectual qualities are recognized by business, In which
he is Increasingly successfui. Devoted, careful, and Intellectual In all his
af-falrs; has a broad grasp of events around him.
Case 2. This young man came from a family with very modest means and high
stnndards In the Middle West. He put himself through college on scholarships and
by working. His field In physical science was chosen In youth and pursued without
quostion to the present and In a very satisfactory manner. Not athletic, he had
troubles In socializing when In school. He is a man of regular habits and devoted
to his work, with rather limited Interests outside of this work. There have been
aFew minor psychosomatic episodes connected with Interpersonal relations at his
Jot>. He has been shrewd In developing his career. He is comfortably married.
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Caso 3. A brilliant young man from the Middle West who Is pursuing a scientific
cereer, He has found It dlfflcult to locate himself In a suitable branch of his
f1e"d of work. More then the usual number of Illnesses. A successful family man.
Ceso 4. Tall, Impressive, and competent man of science from a home In the Mlddle
Mes'r In which some of the patriarchal customs of Europe have been handed down. He
has been thorough and systematic In planning. The highest grade of training In
his fleld. Has had trouble deciding between basic research and applied science
but at length has found a good compromise. Happily married and devoted to both
his own and his wife's parents. A qulet leader.
Caso 5. This young man came from an agricultural community In the Middle West, of
upright and strict parents. Since childhood he showed evidence of completing
every Job with great determination. Has "mental alertness in excess of cultural
attoinments". Language officer during the wer, Steady promotion In his work,
whlch Is a field of business. Happily marrled. Friendly, energetic, dependable.
Heath goes on to say that nonsmokers, as a group, possess the more stable
qualities of dependability and good direction of aims in life, although they
are somewhat bland and uncommunicative. The group of smokers contains more
men who are energetic, searching for aims and purposes. They are verbal,
variable, and perhaps, although less stable, more interesting.
Overall, smokers seem to experience more stimulation and more stress and
tension because of the type of people they are. It is almost as though
nonsmokers lead a life whose objective is to minimize stress and tension.
They do this by being consistent with the structure in which they live. The
defining characteristics of the smoker mind-set correspond to positive
qualities associated with younger adult smokers -- independent, energetic,
spontaneous, and individualistic.
A major study conducted by Richard W. Coan and published in 1973 confirmed
these findin¢s. Coan's study was done among 361 college students, male and
female, and it involved major personality and attitudinal batteries. The key
conclusions of this study were:
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Smokers are more open. They show more tolerance, if not actual hunger, for
variel ideas, emotional and perceptual effects, complexity, and perhaps
even confusion. Nonsmokers have a greater need for control, order, and
simplicity, and they apparently succeed in achieving greater order in their
lives.
Nonsmokers attach greater importance to deliberate planned action, while
smokexs favor spontaneity.
The srnoker seeks more varied stimulation and exposes himself to more varied
stimu:'.ation, stress and confusion. Their ability to tolerate anxiety may
be higher.
Smokers are more independent, aesthetically sensitive, prone to unusual
perceptions and associations, open to theoretical ideas, aware of a need
for involvement, prone to the experience of alienation and likely to
manifest passive enjoyment of imagery (e.g., indulge in fantasy).
Smokers are more extroverted and, for the best measures of general
intelligence, there are no differences between smokers and nonsmokers.
In a f,tory completion test, smokers were more likely to furnish a solution
in which the central character mastered the situation, while nonsmokers
were more likely to introduce a benign force that solved the problem.
Heavy smokers tend to manifest to a still greater degree those characteristics
that distinguish smokers from the rest of the general population. This means
that marketing programs which key on characteristics of smokers (as opposed to
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universal wants) will be particularly relevant to heavy users who are valuable
customers in terms of volume.
On the other hand, the evidence for personality sub-types within the smoking
population (e.g., females) was less impressive than the differences observed
between smokers and nonsmokers.
Coan summarized by stating that the nonsmoker settles for a more restricted
pattern of living and achieves more order and serenity. He is more certain of
who he i:; and less aware of what he might be. The smoker suffers more but he
is more likely to lead a full rich 'life. He participates in a more varied way.
Many other studies conducted in the late 1970's and 1980's make similar
conclusions. For example, the doctoral dissertation of C. A. Gonzalez in 1981
stated that smokers have expressive, adventurous, impulsive, carefree and
tough-minded personalities. Ex-smokers appear to be sober, reflective, and
cautious,.
CURRENT :[NFORMATION
Lastly, current in-house information regarding smoker and nonsmoker
differences confirms these conclusions and amplifies on them somewhat.
Yankelov:Lch and Simmons data support the existance of different mind-sets for
smokers and nonsmokers irrespective of age and sex.
The smoker is more "Rebellious Against Authority". The nonsmoker seeks the
more conforming life of living within the bounds prescribed by those in power.
If society defines that a person should behave in a certain way, then it is
likely tlnat the nonsmoker will do so and the smoker will not.
-8-
~~ . .....{-.wa!..R .~y.
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Nonsmokers embrace the Physical Fitness trend. Their activities include
bicycling, hiking, racquetball, and golf. Smokers seek risk and adventure
via hunting, fishing, motorcycling and car racing.
Smokers find the interesting "news" in the National Enquirer, True Story,
and Soap Opera Digest. Nonsmokers prefer the more "reputable" Wall Street
Journal, New York Times and Reader's Digest.
Nonsm3kers are more likely to attend church regularly and abstain from
drinking and gambling.
In several studies of laws to limit public smoking, it was discovered that
individu3l rights were the most compelling arguments against the regulation.
It did t'ne best job of motivating opposition to the law. The smoker is more
likely to see himself as an individual, often times at odds with traditional
society. Perhaps he is cast in the role of the underdog instead of the
favorite. He is more likely to pursue what he wants to do rather than what
others say that he should do.
Smokers are also more "Tolerant of Chaos". Nonsmokers on the other hand
desire structure and order in their lifestyles. Smokers experience more
stress, tension and change simply because they desire stimulation. They
change jobs more frequently, sleep fewer hours, go to discos and bars, and
have higher divorce rates. Compared to smokers the nonsmoker lives a life
which is planned, simple and orderly.
Yankelovich data shows that smokers are distinguished from nonsmokers in the
same ways that younger adults are different from older adults. Compared to
