Strategic Research Report. Analysis of Smoker and Nonsmoker Differences.

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Strategic Research Report. Analysis of Smoker and Nonsmoker Differences.

Date: 07 Oct 1985
Length: 14 pages
505227502-505227515
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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."

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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

Region

United States

Named Person

Philip Morris

R.J. Reynolds

Volvo

BMW

Heath, C.W.

Coan, R.W.

Army

Gonzalez, C.A.

Yankelovich

Simmons

Type

MARKETING DOC

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their..cou.nterparts, smokers have more lit2eral sex attitudes, believe-the individua.l should decide what is right and wrong, tend to ignore experts/ authorities, prefer spontaneity vs. order, etc. Virtually every difference that describes younger adults (vs. older) also describes smokers (vs. nonsmokers). These differences are listed below: SMOKER-NONSMOKER DIFFERENCES SMOKERS TEND TO RETAIN MORE OF A YOUNGER ADULT OUTLOOK THROLGHDLT LIFE. YANKELOYICH NET Pf'REEKENT 1979-93 - iotere a. Ibe..oter (1t+) IASC Q- le-2c vs. 1e AVC. Lileral ie: I ~9 > 419 20 Iadtv. Decldee n llght L Vroeg ~' > +10 41~ Itnore Lxperte I ~..1 -> i Authorities 49 tpoatenelty vs. Otder +9 11 ( ^ ' f . ( IiutMotlc fel( I ' > t7 telf-)ocueeed Relatsooehtp lleaaure &a Ooal laotaey Good Old Days vs. Today IFlalle C.rerle. 1h20 ; n ~ 49 15 ~--~- > oil 412 13 ) Q >0 30 i T TS~-> ~ 1e The degree to which smokers are different from nonsmokers is nearly as large ab L ULLLa~wcc.aa .~t.IIC ., df FF...-......GLGIl~.G..O n l.e Vcr..,nnn 1 Q-7G y ear Mld -nnQlmere And t}le AVerage a[itfl t av a.-. --- and they differ along the same values. In other words, smokers are likely to retain the temperament of younger adults throughout their lives. ..10- .w., .1 .. .. .~ . ...w.,..w.,..~ - ~w .*sw~.~ow+r.

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This does not mean that the basic behavior of older smokers is the same as younger adults. It does mean, however, that their underlying attitudes and motivations are more compatible with the younger adult mind-set. They see life as an individual struggle, they choose for themselves, they resist traditional structures and constraints on their lives and possess more energy and enthusiasm in pursuing their interests. SUMMARY This report has described the key differences between smokers and nonsmokers. These differences transcend demographic factors and endure over time. They represent underlying mind-sets and lifestyles of smokers. In short, there seem to be large and meaningful differences in the attitudes, values, and lifestyaes of these two groups. Smokers of all ages are more independent, adventuresome, and searching for goals and stimulation than are nonsmokers. They are less likely to accept traditional norms of behavior and experience more stress and anxiety in their lives. They are more active, less predictable and more energetic. Perhaps they retain the younger adult mind-set of wanting to avoid the rut, living for today instead of tomorrow, and being on the edge. Nonsmokers by contrast seem older, even when they are younger adults. They lead very predictable, deliberate lives favoring control, order, and simpli- city. They experience far less stress and tension. Progress toward their goals is very systematic and they lead rather quiet and progressive lives which cre in-sync with accepted standards.

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Many differences between smokers and nonsmokers can be understood in light of their mind-sets. The common link between smoking and divorce, for example, is the lifestyle of the individual -- it is the "cause" for both. Smoking and stress share the same common cause. All of these activities and factors are associated with smoking but are not direct causes. They are separate reflectiuns of an energetic, non-conforming lifestyle. CONCLUSIUNS/IMPLICATIONS This ana:lysis has indicated that there are many differences between smokers and nonsmokers, many of which can be traced to the type of person who is likely to smoke. Obviously, there are many similarities between smokers and nonsmokers as well. All people have strong needs for security, belonging, self-esteem, etc. Yet, when considered in total, smokers and nonsmokers do seem to be different in substantial ways. It seems likely that smokers and nonsmokers are receptive to different types of advertising appeals. For example, there is evidence that smokers perceive life as more of a struggle and that Philip Morris addresses this in some of their brands: Marlboro -- Man versus nature Merit -- Man against the sea Virginia Slims -- Woman in a man's world On the other hand, it would seem that advertising for B&H and Kent, for example,, would be more pertinent to the values of nonsmokers. However, more - 1 2 -

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specifir. learning is needed to fully address smoker wants with certainty, and more research should be done. A stronger focus on smoker stereotypes is consistent with RJR's priorities. First, the focus on volume goals centers on attracting heavy users, and heavy users exhibit smoker characteristics to the greatest degree. Second, smoker stereotypes are also typical of younger adult smokers which addresses a long term RJR strategic priority. There a:re many positive qualities of younger adults that smokers seem to retain i:hroughout life -- being independent, open-minded, adventurous, spontaneous, individualistic, etc. These characteristics express themselves differeZtly among older smokers, however their basic temperament and mind-set is similar to that of younger adults. Thus older smokers may choose to not conform to different authorities than do younger adult smokers but they share the same rebellious nature. In light of all of the negative publicity directed toward smoking and smokers, it is important that RJR keep the positive qualities of our customers in mind -- qualities that distinguish smokers from nonsmokers. Finally, as social unacceptability of smoking grows and smoking incidence declines, the smoking stereotype will become increasingly characteristic of smokerf,. In this sense, the smoker mind-set will represent a growth sector the cigarette market and increasingly a source of new opportunities. of

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