Anne Landman's Collection
Smoking Attitudes Study
Abstract
This report, Smoking Attitudes Study, appears to have been produced for the R.J. Reynolds Tobacco Company in 1982. It is based on surveys done taken from 1500 people (500 smokers, 500 former smokers and 500 adults who had never smoked).
The report makes it clear that workplace smoking restrictions threaten the tobacco industry's profits:
"WE FOUND THAT 60% OF ALL WORKERS HAVE SOME SORT OF SMOKING RESTRICTIONS AT THEIR PLACE OF WORK AND A FULL 22% OF SMOKERS DON'T SMOKE AT ALL AT WORK. THE EFFECT ON INDUSTRY VOLUME AS A RESULT OF THESE RESTRICTIONS IS OBVIOUS.
The survey also clearly reveals, however, that a majority of smokers and nonsmokers alike, actually prefer smoking restrictions. It even reports that 79% of smokers desire smoking restrictions in restaurants and that smokers living under restrictions prefer them to no restrictions at all:
"...THE FIRST CONCLUSION THAT RESULTED FROM THE RESEARCH WE CONDUCTED IS THAT A MAJORITY OF ALL ADULTS WANT SMOKING RESTRICTIONS IN PUBLIC PLACES.
WHAT WAS EVEN MORE SURPRISING FOR US TO FIND OUT WAS THAT SMOKERS WHO CURRENT[LY] LIVE IN REGULATED AREAS WANT RESTRICTIONS MORE THAN DO SMOKERS WHO LIVE IN NON-REGULATED AREAS.
AS AN EXAMPLE, WE ASKED SMOKERS IF THEY FELT SMOKING RESTRICTION SHOULD EXIST IN RESTAURANTS. OF SMOKERS LIVING IN REGULATED AREAS, 79% AGREED WITH THIS STATEMENT VERSUS ONLY 36% 0F SMOKERS LIVING IN NON-REGULATED AREAS.
The report explains that smokers find restrictions helpful because they clarify where they can and cannot smoke, thus reducing confrontations over their tobacco use:
"IT IS EASY TO UNDERSTAND WHY THIS SENTIMENT EXISTS. SMOKERS FEEL LESS SELF-ASSURED ABOUT PUBLIC SMOKING THAN EVER BEFORE AND BY HAVING STRICTER REGULATORY LAWS. THEY HAVE A TIGHTER DEFINITION OF WHAT CONSTITUTES THEIR TERRITORY. AS A RESULT, REGULATION HELPS SMOKERS OVERCOME MANY OF THE SOCIAL CONFRONTATIONS THEY HAVE EXPERIENCED IN RECENT YEARS.
Despite the above discovery, the report reinforces continued opposition to such regulations:
"THIS IS NOT TO SAY THAT WE ENDORSE SMOKING REGULATION. IN FACT, WE ARE STRONGLY OPPOSED TO SUCH REGULATION.
One must question the appropriateness of the slogan that for so long has graced R.J. Reynolds' letterhead: "We work for smokers.". According to this survey, by actively opposing smoking restrictions (particularly in restaurants) R.J. Reynolds has really been working against smokers, and not for them.
Fields
- Notes
This document is from the Bliley set of documents, a set of approximately 39,000 documents subpoenaed in Minnesota's case against the industry. The tobacco companies claimed these documents were protected by attorney-client privilege. U.S. Supreme Court ruled however that they were not protected by attorney-client privilege and ordered them revealed.
- Quotes
LET'S BEGIN WITH A DISCUSSION OF SMOKERS VERSUS NONSMOKERS. DEMOGRAPHICALLY, SMOKERS ARE MORE LIKELY THAN NON-SMOKERS TO HAVE EXPERIENCED CHANGE IN THEIR LIVES. THEY ARE MORE LIKELY TO BE SEPARATED OR DIVORCED, TO HAVE BOUGHT A HOUSE, HAD A CHILD, OR GOTTEN MARRIED IN THE PAST TWO YEARS. THEY ARE ALSO MORE OFTEN OLDER AND MORE DOWNSCALE IN OCCUPATION AND INCOME. CONVERSELY, SMOKERS ARE LESS LIKELY TO BE EMPLOYED IN PROFESSIONAL OCCUPATIONS, HAVE COLLEGE EDUCATIONS OR A HIGH INCOME...
WITH REGARD TO THE POLITICAL ORIENTATION OF SMOKERS, SMOKERS ARE MUCH LESS LIKELY THAN NONSMOKERS TO BE A REGISTED VOTER. IN THE STUDY WE FOUND THAT 29% OF SMOKERS SAID THEY WERE NOT REGISTERED TO VOTE COMPARED TO 18% OF NONSMOKERS. CONSISTENT WITH THEIR LOWER VOTER REGISTRATION THEY ALSO FEEL LESS INCLINED TO BECOME INVOLVED IN POLITICAL ISSUES...
[From Page 11] NEXT, LET'S TURN TO A DISCUSSION OF PASSIVE SMOKE. IT IS SLIGHTLY DIFFERENT IN NATURE BUT CERTAINLY POSES A VERY SIGNIFICANT PROBLEM FOR OUR INDUSTRY...
TWO PRIMARY POINTS NEED TO BE MADE ABOUT PASSIVE SMOKE. FIRST OF ALL, PASSIVE SMOKE IS BELIEVED BY THE MAJORITY OF ADULTS TO BE HAZARDOUS TO NONSMOKERS. SECONDLY, THIS BELIEF IS CONTINUING TO GROW...
[From page 13]...THE IMPORTANT POINT TO BE MADE HERE IS THAT THE STRONGEST ARGUMENT FOR RESTRICTING SMOKING IN PUBLIC PLACES IS HEALTH...
[From Page 15-16] NEXT, LET'S TURN TO THE THIRD TOPIC AREA OF TODAY'S PRESENTATION--SOCIAL ACCEPTABILITY. IT'S HARD TO OVERSTATE THE IMPORTANCE OF SOCIAL ACCEPTABILITY. TO UNDERSTAND JUST HOW IMPORTANT SOCIAL ACCEPTABILITY IS TO SMOKING ITSELF, I NEED TO REFER BACK TO THE 1981 SEGMENTATION STUDY. IN THAT STUDY, WE IDENTIFIED SOCIAL INTERACTION AS ONE OF AND PROBABLY THE PRIMARY BENEFIT PEOPLE RECEIVE FROM SMOKING. CIGARETTES ARE USED BY PEOPLE TO MAKE THEMSELVES FEEL COMFORTABLE AROUND OTHERS. THEY ARE USED IN THOSE SITUATIONS WHEN THEY ARE TRYING TO MAKE FRIENDS, AND AS A MEANS OF FEELING MORE MATURE AND ATTRACTIVE TO OTHERS. AS SOCIAL ACCEPTABILITY DECLINES, IT THREATENS THE PRIMARY BENEFIT OF SMOKING. THIS THREAT TO SOCIAL INTERACTION IS A VERY REAL ONE, SINCE SOCIAL ACCEPTABILITY IS IN FACT DECLINING. TODAY MORE THAN EVER BEFORE SMOKERS ARE FEELING SELF-CONSCIOUS ABOUT PUBLIC SMOKING...
[Page 17] WE FOUND IN TOTAL THAT PEOPLE BELIEVE THAT MOST PEOPLE OBJECT TO OTHERS SMOKING AROUND THEM. THIS IS TRUE AMONG BOTH SMOKERS AND NON-SMOKERS. ALSO A MAJORITY OF PEOPLE, BOTH SMOKERS AND NON-SMOKERS AGREED THAT YOU ARE MORE ACCEPTABLE IN TODAY'S SOCIETY IF YOU DON'T SMOKE. FINALLY, AND QUITE SURPRISINGLY, A SIGNIFICANT PERCENTAGE OF PEOPLE AGREED THAT PEOPLE SMOKING AROUND THEM MAKES THEM FEEL VERY UNCOMFORTABLE. FIFTY PERCENT OF NONSMOKERS FEEL THIS WAY AND EVEN 8% OF SMOKERS AGREE WITH THIS STATEMENT.
[Page 18] WE DISCOVERED THAT THE VAST MAJORITY OF PEOPLE BELIEVE THAT CIGARETTE SMOKE MAKES THEIR CLOTHES AND HAIR SMELL. THEY ALSO AGREED THAT IN CONFINED PLACES CIGARETTES OFTEN MAKE THEIR EYES WATER. THEY AGREED THAT CIGARETTE SMOKE DOES NOT SMELL GOOD TO THEM AND THAT SMOKING OFTEN CAUSES EXTRA HOUSE CLEANING...
WE FOUND THAT 60% OF ALL WORKERS HAVE SOME SORT OF SMOKING RESTRICTIONS AT THEIR PLACE OF WORK AND A FULL 22% OF SMOKERS DON'T SMOKE AT ALL AT WORK. THE EFFECT ON INDUSTRY VOLUME AS A RESULT OF THESE RESTRICTIONS IS OBVIOUS.
...THE FIRST CONCLUSION THAT RESULTED FROM THE RESEARCH WE CONDUCTED IS THAT A MAJORITY OF ALL ADULTS WANT SMOKING RESTRICTIONS IN PUBLIC PLACES.
WE ASKED PEOPLE IF THEY WOULD VOTE FOR LEGISLATION THAT WOULD RESTRICT PUBLIC SMOKING. OF ALL ADULTS, 66% AGREED THEY WOULD VOTE FOR SUCH LEGISLATION. EVEN 44% OF NONSMOKERS AGREED WITH THIS STATEMENT.
WHAT WAS EVEN MORE SURPRISING FOR US TO FIND OUT WAS THAT SMOKERS WHO CURRENT[LY] LIVE IN REGULATED AREAS WANT RESTRICTIONS MORE THAN DO SMOKERS WHO LIVE IN NON-REGULATED AREAS.
AS AN EXAMPLE, WE ASKED SMOKERS IF THEY FELT SMOKING RESTRICTION SHOULD EXIST IN RESTAURANTS. OF SMOKERS LIVING IN REGULATED AREAS, 79% AGREED WITH THIS STATEMENT VERSUS ONLY 36% 0F SMOKERS LIVING IN NON-REGULATED AREAS. IT IS EASY TO UNDERSTAND WHY THIS SENTIMENT EXISTS. SMOKERS FEEL LESS SELF-ASSURED ABOUT PUBLIC SMOKING THAN EVER BEFORE AND BY HAVING STRICTER REGULATORY LAWS, THEY HAVE A TIGHTER DEFINITION OF WHAT CONSTITUTES THEIR TERRITORY. AS A RESULT, REGULATION HELPS SMOKERS OVERCOME MANY OF THE SOCIAL CONFRONTATIONS THEY HAVE EXPERIENCED IN RECENT YEARS. THIS IS NOT TO SAY THAT WE ENDORSE SMOKING REGULATION. IN FACT, WE ARE STRONGLY OPPOSED TO SUCH REGULATION.
- Company
- R.J. Reynolds
- Author
- Fackelman, Ernest J. (RJR Business Information Analysis VP '94)Vice President of Business Information and Analysis R. J. Reynolds Tobacco Company in the year 1994.
- Recipient
- Witt, Samuel B., III (CTR and RJR Director & Gen. Counsel)Held various executive positions for RJR and Council for Tobacco Research
- Region
- United States
- Type
- Report
- Subject
- Social Acceptability (Social acceptability of smoking)The industry fought the decline in social acceptability of smoking through public relations campaigns, legislation, etc.
- social behavior
- social influence
- secondhand smoke
- demographics
- social behavior
Document Images
........ ~ STUDY
GOOD MORNING GENTLEMEN=
THE FIRST TOPIC OF TODAY'S MEETING IS THE 1982 SMOKING ...... -:.~:~:~:
ATTITUDES ~STUDY.. ~. ; So ~D....~...~!~.~.BELIEVE.. PROX~I.pE~.~~
CRITICAL INSIGHTS INTO THE PROBLEMS FACING THE TOBACCO
INDUSTRY AND R JR. MUCH OF THE CREDIT FOR THE STUDY YOU
WILL BE SEEING HAS TO_,BE~iSHARED..WITH MEMBERS OF-PUBLIC
AFFAIRS, RESEARCH AND DEVELOPMENT, THE LAW DEPARTMENT,
~AND THE MARKET INS~ DE~PARTMEN'~I~I.I/' THEY PROVIi~~~Y~'~~JT
AND COUNSEL FOR THE STUDY.
(SLIDE~-#I)
OUR INITIAk OBJECTIVE,IN~CONDBCTING.T IS STUDY. WAS
ACHIEVE A BETTER UNDERSTANDI'~G OF"PUBLIC ATTITUDES TOWARD
SMOKING, THE KEY COMPONENT~?~HAT MAKE UP THOSE ATTITUDES.
MORE SPECIFICALLY, WE WANIED TO UNDERSTAND IHE KEY
COMPONENTS THAT DIFFERENTIATE SMOKERS FROM NON-SMOKERS,
THEIR ATTITUDES AND BELIEFS HELD WITH REGARD TO SMOKING
AND HEALTH, THE DYNAMICS OF SOCIAL ACCEPTABILITY AND THE
CURRENT IMAGE OF"iHE S~OKING CUSTOM AND THE INDUSTRY. IN
TODAY'S PRESENTATION, WE HAVE DRAWN UPON MANY SOURCES. WE
HAVE USED YANKELOVICH, ROPER, AND INTERNAL MDD INFORMATION
TO HELP US UNDERSTAND THE ~LIMATE. SURR~OUNDING SMOKING.
HOWEVER,. MOST RESUL.T~,~,.y.OU~WILL~BE~~SE~I~NG~IOD./L,~RESULT~.,- ~.~:,~.?..~.~.,~,,~w~:~
DIRECTLY FROM THE MDD SMOKING ATTITUDE STUDY.
(SLIDE #2)
"~
. :THIS ~STUDY~WAS~ COMPLE'TEI~i;R~XWO~PHAsE~;~I~ ~I'AYI VE::~~'~~~;~'~
PORTION CONSISTING OF FOCUS GROUPS AND IN-DEPTH INTERVIEWS
WAS USED TO FORMULATE INITIAL HYPOTHESES ABOUT THE TOPIC
AREAS WE WANTED TO INVESTIGATE. THIS WAS FOLLOWED BY A
QUANTITATIVE STUDY CONSISTING~OF 500 SMOKERS, 500 FORMER
SMOKERS, AND 500 ADULTS WHO HAVEINEVER SMOKED. I SHOULD
POINT OUT THAT GOING INTO THE QUANTITATIVE PORTION OF THIS
STUDY, WE EXPECTED.TO SEE BROAD ATTITUDINAL DIFFERENCES
BETWEEN FORMER SMOKERS AND THOSE WHO HAVE NEVER SMOKED.
WE WERE SURPRISED TO FIND THAT THE TWO GROUPS WERE NOT
ESSENTIALLY DIFFERENT FROM ONE ANOTHER. AS A GROUP,
FORMER SMOKERS APPEAR TO BE QUITE SIMILAR IN THEIR
ATTITUDES TO THosE WHO HAVE NEVER SMOKED.
(SLIDE #3)
I WILL BE COV, ERING FOUR T~PIC AREAS IN TODAY'S
PRESENTATION I WILL..BEGIN WITH THE..DI~SCU.SS!.QN. OF
DIFFERENTIATES A SMOKER' FROM A NON-SMOKER. SECONDLY, I " ~~
WILL DISCUSS ATTITUDES REGARDING SMOKING AND HEALTH
SPEAKING DIRECTLY TO THE AREAS OF PRIMARY HEALTH AND
PASSIVE SMOKE. THIRDLY, I WILL COVER THE DYNAMICS
SgRROUNDINB~THE~ SOC:]A~AcCEPTABI[ITY-'OF~;SM~ING~'~ .... ~ .... ..~o~~
FOURTHLY, I WILL DISCUSS THE CURRENT IMAGES THAT EXIST FOR
SMOKING AND THE TOBACCO INDUSTRY. LASTLY, I WILL
SUMMARIZEWHAT I BELIEVE ARE THE KEY POINTS TO BE DRAWN
FROM THIS STUDY.
(SLIDE #~)
LET'S BEGIN WITH A DISCUSSION OF SMOKERS VERSUS
NONSMOKERS. DEMOGRAPHICALLY,. SMOKERS ARE MORE LIKELY THAN
NON-SMOKERS TO HAVE EXPERIENCED CHANGE IN THEIR LIVES.
THEY ARE MORE LIKELY TO BE SEPARATED OR DIVORCED~ TO HAVE
BOUGHT A HOUSE, HAD A CHILD, OR GOTTEN MARRIED IN THE PAST
TWO YEARS. THEY ARE ALSO MORE OFTEN OLDER AND MORE
DOWNSCALE IN OCCUPATION AND INCOME.
CONVERSELY, SMOKERS ARE LESS LIKELY TO BE EMPLOYED IN
PROFESSIONAL OCCUPATIONS, HAVE COLLEGE EDUCATIONS, OR A ~.;
HIGH INCOME.
(SLIDE #6)
WITH RESPECT TO THEIR VALUES AND ATTITUDES, SMOKERS ARE
MORE LIKELY TO FEEL USED IN THEIR DAILY LIVES ON THE JOB
AND BY SOCIEIY. SINCE THEY ARE MORE LIKELYTO FEEL USED
BY OTHERS, THEY BELIEVE THAT THEY HAVE MORE THAN THEIR
FAIR SHARE OF WORRIES. SMOKERS ARE ALSO MORE LIKELY TO
FEEL THAT THEY ARE MORE OFTEN UNDER PRESSURE TO MEET
DEADLINES. AND THEY ARE ALSO MORE LIKELY TO ACT QUICKLY
AND HAVE A READY ANSWER. THESE LAST TWO POINTS MAY IN
FACT BE REFLECTIVE OF THE WORRIES AND PRESSURES THEY FEEL
EXIST IN THEIR LI~ES.
(SLIDE #7)
ON THE OTHER SIDE OF THE EQUATION, SMOKERS ARE LESS LIKELY
THAN NON-SMOKERS T6 FEEL COMMITTED TO MEASURES WHICH
:ENSUREJGOOD HEALTH'AND'ARE LESS LIKELY~TO BE MORALISTIC OR
DIFFERENTIATE SHARPLY BETWEEN RIGHT AND WRONG.
ANOTHER WAY, THEY ARE NOT STRAIGHT ARROWS.
STATED
WITH REGARD TO THE POLITICAL ORIENTATION OF SMOKERS,
SMOKERS ARE MUCH LESS LIKELY THAN NONSMOKERS TO BE A
REGISTED VOTER. IN THE STUDY WE FOUND THAT 29% OF SMOKERS
SAID THEY WERE NOT REGISTERED TO VOTE COMPARED TO 18% OF
NONSMOKERS. CONSISTENT WITH THEIR LOWER VOTER
REGISTRATION THEY ALSO FEEL LESS INCLINED TO BECOME
INVOLVED IN POLITICAL ISSUES.
(SLIDE #9)
IN SUMMARY, WE FOUND SOME VERY REAL DIFFERENCES BETWEEN
SMOKERS AND NONSMOKERS. WE FOUND THAT THEY'RE DIFFERENT
DEMOGRAPHICALLY, ATTITUDINALLY, AND POLITICALLY.
(SLIDE #I0)
" '- ~ ' ' ~ ~'.~C' ~'~-.~ , ~"~ ~,~'~ ~ " . .~'.~ " ~ *. ' : " ~ ~
'
IN TOTAL, WE FEEL THAT THREE COMPONENTS SEEM TO EXPLAIN
THE MAJORITY OF DIFFERENCES BETWEEN SMOKERS AND
~ORSMOKERS. THESE THREE COMPONENTS ARE STRESS, HEALTH,
TO BELIEVE HE IS UNDER GREATER STRESS THAN A NONSMOKER."
SMOKERS HAVE LESS OF A HEALTH ORIENTATION THAN DO
NONSMOKERS, AND FINALLY, SMOKERS SEEM TO DISCRIMINATE
SHARPLY BETWEEN RIGHT AND WRONG.
(SLIDE #11)
NEXT, LET'S TURN TO WHAT WE KNOW ABOUT THE SMOKING AND
HEALTH ISSUE. THE TOPIC OF SMOKING AND HEALTHIS AN ISSUE
THAT HAS PLAGUED INDUSTRY FOR DECADES.
/
(SLIDE #12)
I - ', ~,, .,--k'~-,_.."
THE FIRST POINT THAT'S CRITICAL TO MAKE ABOUT SMOKING AND
HEALTH IS THAT THE OVERWHELMING MAJORITY OF ADULTS, 90%,
IN FACT, BELIEVE THAT SMOKING AFFECTS LONGEVITY. THIS
LEVEL OF BELIEF HAS. BEEN CONSISTENT FOR THE PAST EIGHT
,,-~,~,YEARS~,AND~IS NOT.TOA~~ARGEDEGREE~DIFFERENT~~ET~EEN~ ....
SMOKERS ~ND NONSMOKERS.
ADDITIONALLY, PEOPLE FEELTHAT THEY CURRENTLY KNOW ENOUGH
ABOUTTHE SMOKISG A~DHEAL, H ISSUE. THE PERCENTAGE OF
PEOPLE WHO CURRENTLY BELIEVE THEY KNOW ENOUGH ABOUT THE
1970.
(SLIDE #14)
LET'S NOW TURN TO A MORE SPECIFIC DISCUSSION ABOUT THE
PRIMARY HEALTH ISSUE.
(SLIDE #15)
THE PRIMARY HEALTH ISSUE IS CRITICAL TO OUR INDUSTRY SINCE
IT IS THE PRIMARY REASON WHY PEOPLE QUIT SMOKING. AS YOU
CANSEE<FROM ThlS' CHART3 COMMENTS RELATING TO HEALTH AS;A
REASON FOR QUITTING CONSTITUTE THE MAJORITY OF RESPONSES.
(SLIDE #16)
THE PRIMARY HEALTH ISSUE IS A DUAL-EDGED SWORD SINCE
SMOKING IS SEEN AS REPRESENTING BOTH SHORT-TERM AS WELL AS
LONGER-TERM HAZARDS TO SMOKERS.
(SLIDE #17)
WE ASKED SMOKERS A SERIES OF QUESTIONS WHICH RELATED TO
PERCEIVED SHORT-TERM HAZARDS OF SMOKING. AT A VERY HIGH
LEVEL BOTH SMOKERS AND NONSMOKERS AGREED THAT SMOKERS WHO
QUIT WOULD FEEL BETTER PHYSICALLY, THAT PREGNANT WOMEN
SHOULDN'T SMOKE,.AND THAT SMOKERS COUGH A LOT MORE THAN
NONSMOKERS.
(SLIDE #18)
WITH RESPECT TO THE LONG-TERM HAZARDS OF SMOKING; PEOPLE
BELIEVE THAT THERE IS EVIDENCE THAT SMOKING IS HAZARDOUS
TO A SMOKER'S HEALTH AND THAT CIGARETTES THEMSELVES ARE A
MAJOR SOURCE OF CANCER.
(SLIDE #19)
WHILE THE NEWS ABOUT PRIMARY HEALTH IS LARGELY NEGATIVE,
IT WOULD BE MISLEADING IF I DIDN'T PUT IT IN PERSPECTIVE.
WHILE PEOPLE CERTAINLY. BELIEVE THAT SMOKING CIGARETTES IS
RISKY, THEY ALSO CONSIDER IT TO BE A REASONABLE RISK.
(SLIDE #20)
WE ASKED PEOPLE, "RELATIVE TO OTHER THINGS, HOW RISKY IS
CIGARETTE SMOKING." THEY TOLD US THAT SMOKING IS
CERTAINLY MORE RISKY THAN SUCH THINGS AS DRINKING COFFEE,
USING SACCHARIN AND DRIVING WITHOUT A SEATBELT. HOWEVER,
THEY ALSO VIEW SMOKING AS A LOT LESS RISKY THAN TAKING
ILLEGAL DRUGS OR RIDING A MOTORCYCLE WITHOUT A HELMET.
VERY IMPORTANTLY, T~EY FELT THE ~ISK THEY WERE TAKING~BY~.,~
SMOKING WAS EQUIVALENT TO SUCH THINGS AS DRINKING ALCOHOL,
LIVING IN A POLLUTED CITY, EXCEEDING THE SPEED LIMIT AND
OVEREATING. THIS SENSE OF RELATIVE RISK IS IMPORTANT
BECAUSE IT HELPS US UNDERSTAND WHY PEOPLE CONTINUE TO
..SMOKE IN SPITE~OF,.WHAT~rTHEY;~BELIEVE~CONSTITUTES"~"~'~:~~'~'~'~
OYER~HELMING EVIDENCE IN SUPPORT OF THE HEALTH CASE
AGAINST SMOKING.
(SLIDE #21)
NEXT, LET'S TURN TO A DISCUSSION OF PASSIVE SMOKE. IT IS
SLIGHTLY DIFFERENT.IN NATURE BUT CERTAINLY POSES A VERY
SIGNIFICANT PROBLEM FOR OUR INDUSTRY.
(SL I DE #22)
TWO PRIMARY POINT~ NEED TO BE MADE ABOUT PASSIVE SMOKE.-.
FIRST OF ALL, PASSIVE SMOKE IS BELIEVED BY THE MAJORITY OF
ADULTS TO BE HAZARDOUS TO NONSMOKERS. SECONDLY, THIS
BELIEF IS CONTINUING TO GROW.
(SLIDE #23)
SHOWN ON THE CHART, IS THE PERCENTAGE OF ADULTS WHO SMOKE ;.
BELIEVE THAT PASSIVE SMOKE IS HARMFUL. AS YOU CAN SEE . ... ~ .... .~,,~.
74% OF NONSMOKERS"~BE~IEVE'~THIS' AND~'q9~ OF SMOKERS BELIEVE !-
THE PASSIVE SMOKE MYTH. THIS BELIEF AMONG BOTH GROUPS BAS
GROWN SIGNIFICANTLY AND CONSISTENTLY SINCE 1974.
(SLIDE #24)
WHILE, PASSIVE SMOKE IS BELIEVED TO BE UNHEALTHY TO
NONSMOKERS, JUST AS IMPORTANTLY, IT'S ALSO SEEN AS
IRRITATING. IN THE STUDY, WE ASKED PEOPLE IF SMOKE FROM
OTHER PEOPLE'S CIGARETTES IS MORE A FORM OF IRRITATION TO
THE NONSMOKER RATHER THAN A HEALTH RISK. OF ALL ADULTS,
53% IN TOTAL AGREED THAT IT WAS MORE A SOURCE OF
IRRITATION. NOT"SURPRISINGLY THIS PERCENTAGE WAS HIGHER
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HEALTH.
(SLIDE #27)
AS AN EXAMPLE, WE ASKED WHAT PEOPLE CONSIDER TO BE THE
STRONGEST ARGUMENTS FOR THE RESTRICTION AND REGULATION OF
SMOKING. THE MAJORITY OF RESPONSES WE OBTAINED RELATED TO
THE HEALTH RISK FOR NONSMOKERS. THESE ARGUMENTS ARE
UNDERSTANDABLEI:$1NCE HEALTH ITSELF IS A MORE SOCIALLY
GRACEFUL AND ARGUABLE REASON FOR RESTRICTING PUBLIC
SMOKING THAN IS THE IRRITATION FACTOR.
(SLIDE #28)
IN SUMMARY, WE'VE SEEN THAT THE PRIMARY HEALTH CASE
AGAINST SMOKING IS.GENERALLY BELIEVED BY THE PUBLIC, AND
THAT NEITHER SMOKERS NOR NONSMOKERS FEEL THEY NEED MORE
INFORMATION ON THE TOPIC. SECONDLY, WE'VE SEEN THAT
SMOKING IS BELIEVED RELATED TO BOTH SHORT-TERM AS WELL AS
LONG-TERM EFFECTS. AND FINALLY, WE HAVE FOUND THAT WHILE
THE CASE AGAINST~IGARETIES IS WIDELY BELIEVED, SMOKING IS
SEEN AS SIMILAR TO OTHER RISKS PEOPLE TAKE DURING THEIR
NORMAL DAILY ACTIVITY.
WITH REGARD TO FASSIVE SMOKE, WE'VE SEEN THAT THE BELIEF
THAT PASSIVE SMOKE IS A HEALTH HAZARD IS GROWING.
SECONDLY, PASSIVE SMOKE SERVES AS A SOURCE OF BOTH
~,I RR ITAT ION~ AND ~ HEALTH, HAZARDS~.TO~:NONSMDKERS~, AND FINALLY~~
THE HEALTH ARGUMENT RELATING TO PASSIVE SMOKE CONSTITUTES
THE STRONGEST ARGUMENT FOR THE REGULATION OF PUBLIC
SMOKING.
, (SLIDE #~0) :~
NEXT, LET'S TURN TO THE THIRD TOPIC AREA OF TODAY'S
PRESENTATION--SOCIAL ACCEPTABILITY.
(SLIDE #31)
IT'S HARD TO OVERSTATE THE IMPORTANCE OF SOCIAL
-
ACCEPTABILITY. TO UNDERSTAND JUST HOW IMPORTANT SOCIAL
ACCEPTABILITY IS TO SMOKING ITSELF, I NEED TO REFER BACK
TO THE 1981 SEGMENTATION STUDY. IN THAT STUDY, WE
IDENTIFIED SOCIAL INTERACTION AS~.ONE 01::, AND PROBABLY.,.:TBE,
PRIMARY BENEFIT PEOPLE RECEIVE FROM SMOKING.
(SLIDE #32)
CIGARETTES ARE~ USED BY.'PEOPLE~TO MAKE THEMSELVES~FEI~~~.’''
COMFORTABLE AROUND OTHERS. THEY ARE USED IN THOSE
SITUATIONS .WHEN THEY ARE TRYING TO MAKE FRIENDS,, AND AS A
MEANS OF FEELING MORE MATURE AND ATTRACTIVE TO OTHERS. AS
SOCIAL ACCEPTABILITY DECLINES, IT THREATENS THIS PR1MARY
BENEFIT OF SMOKING. THIS THREAT TO SOCIAL INTERACTION IS
A VERY REAL ONE, SINCE SOCIAL ACCEPTABILITY IS IN FACT
DECLINING.
(SLIDE #33)
TODAY MORE THAN EVER BEFORE SMOKERS ARE FEELING
SELF-CONSCIOUS ABOUT PUBLIC SMOKING.',~
(SLIDE #34)
AS SHOWN IN THE CHART, 78% OF ALL SMOKERS SAY THEY EITHER ~ ',
D ] REC TL Y, :0 R~. I ND l REC'T L y~ SEEK,~PERM ] SS l ON~ T O- SMOKE~ ~ W HEN~THE.Y.~ ~~ -~~ ~!~
~,c~.'.~~~
, , -. ,,~ , ..... : . , ~ .
ARE INDOORS. THE TREND FOR THIS BEHAVIOR HAS INCREASED i~
QUITE SIGNIFICANTLY IN THE PAST FOUR YEARS.
(SLIDE #35)
THIS BEHAVIOR ITSELF IS A DIRECT RESULT OF BOTH SMOKERS"
AND NONSMOKERS BELIEVING THAT SMOKING IN SOCIAL SITUATIONS
IS NOT GENERALLY ACCEPTABLE. WE ASKED PEOPLE MANY
QUESTIONS REGARDING THE DEGREE TO WHICH SMOKING IS
ACCEPTABLE.
(SLIDE #36)
WE FOUND IN TOTAL THAT PEOPLE BELIEVE IHAT MOST PEOPLE
OBJECT TO OTHERS SMOKING AROUND THEM. THIS IS TRUE AMONG
BOTH SMOKERS AND NON-SMOKERS. ALSO AMAJORITY OF PEOPLE,
BOTH SMOKERS ANDNON-SMOKERS AGREED THAT YOU ARE MORE
oO
ACCEPTABLE IN TODAY'S SOCIETY IF YOU DON'T SMOKE.
FINALLY, AND QUITE SURPRISINGLY, A SIGNIFICANT PERCENTAGE
OF PEOPLE AGREED THAT PEOPLE SMOKING AROUND THEM MAKES
THEM .. FEEL VERY... .UNCOMFORTABLE. . .
FIFTY. PERCENT OF NONSMOKERS
FEEL THIS WAY AND EVEN 8% OF SMOKERS AGREE WITH THIS
STATEMENT "
(SLIDE
AS WE SAW PREVIOUSLY, NONSMOKERS' CONCERNS ABOUT SMOKING
RELATE TO BOTH THE PASSIVE SMOKE HEALTH RISK AND THE
IRRITATION AND ANNOYANCE OF SECONDARY SMOKE. WHILE THE
PASSIVE SMOKEHEALTH ISSUE IS PRETTY STRAIGHT FORWARD, IT
IS HELPFUL TO EXPLORE THE SPECIFICS OF IRRITATION AND
ANNOYANCE FURTHER.
(SLIDE
WE FOUND IN OUR RESEARCH THAT EXHALED, SIDE STREAM SMOKE
AND THE ACCOMPANYING SMELL ARE KEY IRRITATING ELEMENTS OF
CIGARETTES. WE A~KED A NUMBER OF QUESTIONS THAT DEALT
VIITH THE KINDS OF IRRITATION THAT ARE ASSOCIATED WITH
CIGARETTE SMOKE.
WE DISCOVERED THAT THE VAST MAJORITY OF PEOPLE BELIEVE
THAT CIGARETTE SMOKE MAKES THEIR'CLOTHES AND HAIR SMELL.
THEY ALSO AGREED THAT IN CONFINED PLACES CIGARETTES OFTEN
Y--~A ER."EES W T ~~-~ "~~"" ' " ....
'~'-'~'~;'MAKE THEIR THEY AGREED THAT CIGARETTE SMOKE
DOES NOT SMELL GOOD TO THEM AND THAT SMOKING OFTEN CAUSES
EXTRA HOUSE...CLEANING.
(SLIDE #4O)
THESE PROBLEMS ASSOCIATED WITH SMOKING ARE CERTAINLY NOT
NEW. THEY MUST BE.AS OLD AS THE SMOKING CUSTOM ITSELF.
(SLIDE #41)
WHAT IS NEW IS THaT MORE AND MORE ACTION IS BEING TAKEN
AGAINST SMOKING.
AS WELL AS DIRECT.
THIS ACTION IS BOTH INDIRECT IN NATURE
NONSMOKERS ARE TAKING INDIRECT ACTION IN A VARIETY OF
WAYS. 55% OF NONSMOKERS CURRENTLY DO NOT DISPLAY ASHTRAYS
IN THEIR HOMES. 52% MAY COUGH OR MAKE SOME GESTURE TO -~ ...... ,~:~ ..... !~,:.;! .....
DISCOURAGE:SMOKING AND 48%SAYTHEY MOVE AWAY WHEN SOMEONE
SMOKES AROUND THEM.
(SLIDE #43)
AS FAR AS DIRECT ACTION IS CONCERNED, WE FOUND THAT 36% OF
ALL PEOPLE HAVE ASKED SOMEONE TO PUT OUT OR NOT LIGHT UP A
CIGARETTE. I MIGHT ADD THAT THE 36% INCLUDES 42% OF
NONSMOKERS AND 24% OF SMOKERS. WITH RESPECT TO WHO'S MORE
LIKELY TO TAKE DIRECT ACTION, WE FOUND THAT STRANGERS AND
CHILDREN ARE THE MOST LIKELY GROUPS TO REQUEST THAT A
SMOKER NOT SMOKE. WEALSO FOUND THAT ADULTS BETWEEN THE
AGES OF 18-34 ARE THE MOST DEMOGRAPHICALLY ACTIVE
ANTI-SMOKING GROUP.
(SLIDE #44)
WE DISCOVERED THAT SMOKERS ARE ASKED NOT TO SMOKE IN A
VARIETY OF PLACES. THEY ARE ASKED TO RESTRICT" THEIR
SMOKING IN THE HOME, IN CARS,.IN RESTAURANTS AND EVEN AT
WORK.
(SLIDE #45)
IN FACT, MANY SPECIFIED NONSMOKING AREAS NOW EXIST AT WORK
~ND EVEN AT HOME.
(SLIDE #46)
IN SMOKERS' HOMES, 34% HAVE NO SMOKING AREAS AND 9% OF
SMOKERS DON'T SMOKE AT HOME.
(SLIDE #47)
AT WORK THE SITUATION IS MORE SEVERE. WE FOUND THAT 60%
OF ALL WORKERS HAVE SOME SORT OF SMOKING RESTRICTIONS AT
THEIR PLACE OF WORK AND A FULL 22% OF SMOKERS DON'T SMOKE
AT~ ALl, ATe,, WORK ...... THE+ EFFE~T~ ON ~I NDUSTRY~VOEUME~i AS'~;A~,
OF THESE RESTRICTIONS IS OBVIOUS.
(SLIDE #48)
WE WANTEDTO DETERMI~E~WBICHFACTORS DEFINEPERMISSABLE
SMOKING AREAS IN MOST PEOPLE'S OPINION. OVERALL IT SEEMS
THAT PERMISSION TO SMOKE DEPENDS ON TWO PRIMARY FACTORS.
ONE IS TERRITORY AND ONE IS CONFINEMENT OF SPACE.
(SLIDE #~9)
AS A PARTICULAR TERRITORY IS DEFINED AS BELONGING TO THE
SMOKER WE FOUND THAT SMOKING IS PERMISSIBLE IN A VARIETY
OF PLACES INCLUDING SMOKERS' HOMES, SMOKERS' CARS, AND
SMOKERS' OFFICES OR WORK AREAS. MOST PEOPLE AGREED THESE
WERE PERMISSIBLE SMOKING AREAS.
(SLIDE #50)
ON THE OTHER HAND, WHEN THE TERRITORY WAS DEFINED AS
BELONGING TO THE NONSMOKER,. SMOKINB,,WAS~ NOT~,~
PERMISSIBLE IN NONSMOKERS HOMES WHERE ASHTRAYS WEREN'T
PRESENT, IN NONSMOKERS CARS, OR IN NONSMOKERS' OFFICES OR
WORK AREAS.
CONFINEMENT OF SPACE WAS FELT TO BE A CRITICAL ELEMENT IN
TERMS OF DEFINING SMOKING AS ALMOST UNIVERSALLY PERMISSIBE
IN OUTDOOR SITUATIONS SUCH AS PUBLIC EVENTS. SMOKING WAS
CONSIDERED TO BE FAR LESS ACCEPTABLE~ HOWEVER, IN INDOOR
PUBLIC SITUATIONS.
(SLIDE #52)
LET'S NEXT TURN TO AN ISSUE THAT IS AT THE HEART OF THE
SOCIAL ACCEPTABIITY QUESTION. THAT IS THE ISSUE OF PUBLIC
RESTRICTIONS AND"REGULATIONS.
(SLIDE
THE FIRST CONCLUSION THAT RESULTED FROM THE RESEARCH WE
CONDUCTED IS,,~THAT A MAJORITY.,~OF~AL~,~ADUbTS~WANT~SMOKINB
RESTRICTIONS IN PUBLIC PLACES.
(SLIDE #54)
WE ASKEDPEOPLE IFTHEY WOULD'VOTE FOR LEGISLATION THAT
WOULD RESTRICT PUBLIC SMOKING. OF ALL ADULTS, 66% AGREED
THEY WOULD .VOTE FOR SUCH LEGISLATION. EVEN 44% OF
NONSMOKERSAGREED WITH THIS STATEMENT.
(SLIDE #55)
WHAT WAS EVEN MORE SURPRISING FOR US TO FIND OUT WAS THAT
SMOKERS WHO CURRENT LIVE IN ~EGULATED AREAS WANT
RESTRICTIONS MORE THAN DO SMOKERS WHO LIVE IN
NON-REGULATED AREAS.
(SLIDE #56)
AS AN EXAMPLE, WE ASKED SMOKERS IF THEY FELT SMOKING
RESTRICTION SHOULD EXIST IN RESTAURANTS. OF SMOKERS
LIVING IN REGULATED AREAS, 79%.,AGREED WITH THIS!STATEMENT
VERSUS ONLY 36%0F SMOKERS.LI:I~G~IN NON-REGULATED~AREAS,,~:
IT IS EASY TO UNDERSTAND WHY THIS SENTIMENT EXISTS.
SMOKERS FEEL LESS SELF-ASSURED ABOUT PUBLIC SMOKING THAN
EVER BEFORE AND BY HAVING STRICTER REGULARATORY LAWS, THEY
HAVE A TIGHTER DEFINITION OF WHAT CONSTITUTES THEIR
TERRITORY,~ ASiARESULT; REGtlIIAT~fO~I~HELPS SMOKERS ~: ' OVERCOME
MANY OF THE SOCIAL CONFRONTATIONS THEY HAVE EXPERIENCED IN
RECENT YEARS. THIS IS NOT TO SAY THAT WE ENDORSE SMOKING
REGULATION. IN FACT, WE ARE STRONGLY OPPOSED TO SUCH
REGULATION. THIS REGULATION ONLY SERVES TO FURTHER
POLARIZE SMOKERS AND NONSMOKERS.
(SLIDE #57)
THIS POLARIZATION OF SMOKERS IS NOW OCCURRING IN BOTH
LIVING AND SOCIAL SITUATIONS IN THIS COUNTRY.
(SLIDE #58)
C
DECLINING OF SOCIAL ACCEPTABILITY OF SMOKING, SM_~~FROM
NONSMOKER.~ H~.~VE. BECOME MORE SEPAR~
AS AN EXAMPLE CONSIDER THE FOLLOWING, 65% OF ALL SMOKERS
LIVE IN HOUSEHOLDS THAT CONTAIN NO NONSMOKERS, AND SMOKERS
ARE TWICE AS LIKELY AS NONSMOKERS TO SAY THEIR FRIENDS.
SMOKE OVER TIME, AS A RESULT~)OF...,gE~ULAIION
(SLIDE #59)
IN SUMMARY, WE'VE SEEN THAT SOCIAL ACCEPTABILITY IS IN
FACT RAPIDLY DECLINING. WE'VE ALSO SEEN THAT PASSIVE
SMOKE AND THE IRRITATION AND ANNOYANCE FACTORS ASSOCIATED
WITH SMOKING ARE TWO KEY DETERMINENTS IN THE DECLINE OF
.b'~v~~.,~.~ sO~ ACCEPTABILITY. WE'~~T THE StrOKE FRO~
CIGARET~E-~'~D'--~E'-ACeOMP~~~G---'~'~I~6L~ASSOCIATED WITH
#p,m~t_ h. ') \ CIGARETTE SMOKE.ARE THE MAIN IRRITXTION AND ANNOYANCE
/
...___.~/ PROBLEMS ASSOCIATED WITH SMOKING.
(SLIDE #60)
WE HAVE SEEN THAT DISAPPROVAL IS INCREASING. PEOPLE ARE
A
~SLIDE # 63)
I'LL SIART BY COVERING THE IMAGE OF THE SMOKER.
(SLIDEi#6q). i
WE'RE ALL WELL AWARE OF THE POSITIVE AND GLAMOUROUS IMAGE
OF SMOKING THAI EXISTED DECADESAGO~ MOVIE STARS, SPDRTS
HEROES, AND OTHER PUBLIC FIGURES HELPED REINFORCE THIS
IMAGE.
(SLIDE #65)
IT'S DISHEARTENING TO SAY THAT, TODAY MANY DECADES LATER,
SMOKERS ARE PERCEIVED AS SOCIALLY AND MORALLY SUSPECT.
(SLIDE #66)
IN THE STUDY, WE PROVIDED A LIST OF OCCUPATIONS. WE ASKED
OUR RESPONDENTS TO TELL US IF PEOPLE WITH THESE VARIOUS
OCCUPATIONS WOULD. BE MORE OR LESS LIKELY THAN AVERAGE TO
SMOKE. WE FOUND THAT THOSE OCCUPATIONS MOST STRONGLY
ASSOCIATED WITH SMOKI~}G WERE OCCUPATIONS SUCH AS CARD
PLAYER, CRIMINAL, BIG CIT-Y PERSON, SCOTCH DRINKER AND A
CAR SALESMAN. THESE OCCUPATIONS I AM SURE YOU WOULD ALL
AGREE ARENOT THE MOST ADMIRABLEONES IN OUR SOCIETY,
CERTAINLY NOT AMERICA'S ROLE MODELS. CONVERSELY,
OCCUPATIONS SEEN AS LESS LIKELY TO SMOKE WERE
PRO-ATHELETES, CLERGYMEN, SCIENTISTS, DOCTORS AND
TEACHERS.
(SLIDE #67)
FINALLY, ONE SURPRISING FACT WE FOUND RELATING TO SMOKING
IS THAT THE PERCEIVED INCIDENCE OF SMOKING ITSELF IS
PERCEIVED TO BE MUCH HIGHER THAN IS ACTUALLY THE CASE. IN
TOThL, IT'S BELIEVED THAT 60% OF ALL ADULTS CURRENTLY
SMOKE. WHILE THE PERCEIVED INCIDENCE IS ALMOST TWICE AS
HIGH AS IS ACTUALLY THE CASE, PEOPLE DO KNOW THAT THE
INCIDENCE OF SMOKING IS STABLE TO DECLINING.
(SLIDE #68)
LET'S ~OW TURN TO AND DISCUSS THE IMAGE OF THE TOBACCO
INDUSTRY.
(SLIDE #69)
POSITIVE ATTITUDES TOWARD OUR INDUSTRY HAVE DECLI~IED
SUBSTANTIALLY IN RECENT YEARS.
(SLIDE #70)
SINCE AT LEAST 1974, THE POSITIVE ATTITUDES TOWARD THE
TOBACCO INDUSTRY HAVE BEEN STEADILY DECLINING. BY 1982,
ONLY 32% OF ALL ADULTS HAVE A FAVORABLE ATTITUDE TOWARD
THE TOBACCO I~DUSTRY.
(SLIDE #71)
THIS DECLINE IN POSITIVE SENTIMENT TOWARD OUR INDUSTRY
SEEMS ~0 BE A FUNCTION OF HOW PEOPLE BELIEVE WE CONDUCT
BUSINESS. IT SEEMS MORE THAN EVER BEFORE THAT ~ODAY'S
INDUSTRY ETHICS ARE BEING SERIOUSLY QUESTIO~ED.
(SLIDE #72)
FIRST, THERE IS A DECLINING PUBLIC BELIEF ABOUT HOW
RESPONSIBLE WE ARE AS AN INDUSTRY.
(SLIDE #73)
PEOPLE BELIEVE MORE THAN EVER BEFORE THAT WE AS AN
INDUSTRY~ .......... .. BELIEVE. ~: THAT. HEALTH,~.~... CASE ~AGAINST IOBACCO IS ~IRUE,~ ....
:~ii:';i~:~!~
(SLIDE #74)
SERVING TO REINFORCE THIS BELIEF IS THE FACT THAT THE
PUBLIC ALSO BELIEVES THAT THE INDUSTRY HAS BEEN
UNRESPONSIVE TO THE HEALTH ISSUE.
(SLIDE #75)
WHEN ASKED WHAT THEY THOUGHT THE TOBACCO INDUSTRY WAS
DOING ABOUT THE HEALTH ISSUE, ONLY q~% OF THE PEOPLE SAID
THEY BELIEVE WE ARE NOW WORKING HARD OR MAKING SOME
EFFORTS IN THIS AREA. THIS BELIEF HAS DECLINED
SIGNIFICANTLY OVER THE PAST EIGHT YEARS.
(SLIDE #76)
FINALLY, THE INDUSTRY ITSELF IS VIEWED BY THE PUBLIC AS
PEDDLING INFLUENCE IN WASHINGTON.
(SLIDE #77)
THE OVERWHELMING MAJORITY OF THE PEOPLE WE INTERVIEWED
BELIEVE THAT TOBACCO COMPANIES SPEND A LOT OF MONEY
INFLUENCING POLITICIANS, THAT THEAMERICAN GOVERNMENT
SUBSIDIZES THE TOBACCO INDUSTRY, AND THAT TOBACCO
COMPANIES EARN MUCH HIGHER'PROFITS THAN THE MAJORITY OF
OTHER COMPANIES. IN TOTAL, WE ARE SEEN AS HAVING A LOT OF
MONEY AND USING IT TO INFLUENCE THE POLITICAL PROCESS.
THIS IS AN OPINION HELD BY BOTH SMOKERS AND NONSMOKERS.
(SLIDE #78)
WITH RESPECT TO GOVERNMENT REGULATION OF TOBACCO, 40% OF
ALL PEOPLE BELIEVE THAT CIGARETTE COMPANIES SHOULD NOT BE
ALLOWED ~0 ADVERTISE AT ALL AND 25% OF ALL PEOPLE BELIEVE
THAT CIGARETTES SHOULD BE BANNED COMPLETELY.
(SLIDE #79)
WHILE THE INFORMATION ABOUT THE IMAGE OF SMOKING AND THE
INDUSTRY IS VERY BLEAK, WE DID IDENTIFY WHAT WE CONSIDER
.TO: BESEVERAL POTENTIALLY::LEVERABLE:
(SLIDE #80)
AS A RESULT OF THE WIDELY PUBLICIZED GOVERNMENTAL PRESSURE
ON THE TOBACCO COMPANIES,:40%OF ALL PEOPLE BELIEVE THAT
THE GOVER~IMENT HAS ACTED UNFAIRLY AND PUT UNDUE PRESSURE
ON TOBACCO COMPANIES IN RECENT YEARS. SECONDLY, OVER A
THIRD OF ALL PEOPLE BELIEVE THAT CIGARETTE TAXES
THEMSELVES DISCRIMINATE UNFAIRLY AGAINST THE POOR.
.- (SLIDE #81)
THIS OPINION REGARDING TAXATION IS HARDLY SURPRISI~IG GIVEN
THE FACT THAT BOTH SMOKERS AND NONSMOKERS KNOW ABOUT THE
HEAVY TAX BURDEN PLACED ON CIGARETTES.
(SLIDE
WE ASKED PEOPLE IF CIGARETTES WERE 1 DOLLAR PER PACK HOW
MUCH OF THIS RETAIL PRICE WOULD GO TO TAXES. AS A RESULT
OF THE ANSWER, WE RECEIVED lO THIS QUESTION, IT~WA~ CLEAR,~,.~ . ....
TOUS THAT BOTH NDNSMO~ERS AND SMDKERSWERE AWARE oF~;TfiE'
HEAVY IAXES ON CIGARETTES. IN TOTAL, IT'S BELIEVED THAT
37 CENTS OF EVERY ONE DOLLAR WOULD GO TO TAXES ON A DNE
DOLLAR PACK. THE TAX ESTIMATES WERE ONLY SLIGHTLY HIGHER
FOR SMOKERS THAN FOR NONSMOKERS. ONE FURTHER POSITIVE
SIGN OF HOPE EXISTS FOR THE INDUSTRY. T~AT IS THE PUBLIC
WILLINGNESS TO LISTEN TO THE TOBACCO POINT OF VIEW.
(SLIDE #83)
WE ASKED PEOPLE IF TOBACCO COMPANIES SHOULD BE MORE ACTIVE
IN GIVING THEIR SIDE OF THE TOBACCO ISSUE. SURPRISINGLY,
WE FOU~ID THAT 73% OF ALL ADULTS AGREED WHILE MORE SMOKERS
THAN NONSMOKERS AGREED. OVER TWO-THIRDS OF NONSMOKERS ALSO
AGREE.
(SLIDE #84)
ABOUT THE SMOKER AND IMAGE, WE'VE SEEN THAT THE SMOKER AND
THE TOBACCO IMAGE IS NEGATIVE AND IS CONTINUING TO
DECLINE, THAT THE SMOKING INCIDENCE IS WELL OVERESTIMATED
BUT IS CORRECTLY SEEN AS DECLINING, AND THAT MORE THAN
EVERY BEFORE THE ETHICS"~OF :'~J~'R:IND~sTRY:;AI~E' ~""~'~ ..... ' '~
BE ING~ SEVERELY
QUESTIONED BY THE PUBLIC.
(SLIDE #85)
WE'VE IDENTIFIED SEVERAL ISSUES WHICH MAY PROVIDE US
LEVERAGE. FIRST, A SIGNIFICANT PROPORTION OF THE
POPULATION BELIEVE THAT THE GOVERNMENT HAS PUT UNDUE
PRESSURE ON OUR INDUSTRY IN RECENT YEARS. SECOND, OVER A
THIRD OF THE POPULATION IN TOTAL AND NEARLY HALF OF ALL
SMOKERS BELIEVE THAT CIGARETTE TAXES ARE DISCRIMINATORY.
AND FINALLY, AND QUITE SURPRISINGLY, THE PUBLIC SEEMS
WILLING TO HEAR OUR POINT OF VIEW.,
(SLIDE #861
~ OVERAL~,s. WE HAVE 'ATTEMPTED. TO~.SHOW:,,THA~sSMOKERS A
NONSMOKERS ARE INHERENTLY DIFFERENT PEOPLE. SMOKERS ARE
DIFFERENTIATED FROM NONSMOKERS AS A RESULT OF THE STRE$~
" : THEY BELIEVE EXISTS IN THEIR LIFE,
LOWER.DEGREE OF CONCERN ABOUT.THE!.R~:HEALIH,:~AN~TH~~S~S_~~~
....... RIGHTEOUSSENSE OF RIGHT AND WRONG.
(SLIDE #87)
SECONDLY, WE'VE ATTEMPTED TO SHOW THAI BOTH THE PRIMARY
HEALTH AND THE PASSIVE SMOKE ISSUES ARE CRITICAL TO THE
VITALITY OF OUR INDUSTRY. PRIMARY HEALIH IS IHE PRIMARY
REASON PEOPLE GIVE AS A REASON FOR QUITTING, AND PASSIVE
SMOKE IS THE MOST WIDELY GIVEN REASON IN SUPPORI OF THE
RESTRICTION OF PUBLIC SMOKING.
... .- (SLIDE #88)
THIRDLY, WITH REGARD TO SOCIAL ACCEPTABILITY, WE'VE SEEN
THAT THE SOCIAL ACCEPTABILITY OF SMOKING IS IN FACT~ ....
DECLINING AND AS A RESULT, THIS THREATENS A VERY PRIMARY
BENEFIT OF SMOKING ITSELF.
(SLIDE #89)
FINALLY, WE FEEL THAT THE IMAGE OF THE SMOKER AS WELL AS
THE IMAGE OF THE INDUSTRY ARE WEAKER THAN EVER BEEN AND :~c .
,"~.:~:'.~'~,':~"~"ARE' CONTINUING~TO""DECLINE. ' HOWEVER;~ HOPE DOES" EXI~T;"AS"A
RESULT OF POSSIBLE LEVERAGE DUE TO BELIEFS 01~ GOVERNMENT
PRESSURE,.DISCRIMINATORY TAXES AND AN APPARENT PUBLIC
WILLINGNESS TO LISTEN.
(SLIDE #90)
THAT COMPLETES THE PRESENTATION OF THE SMOKING ATTITUDES
STUDY. FOR THE REMAINER OF TODAY'S MEETING, WE WILL HEAR
FROM PUBLIC AFFAIRS, R&D, AND MARKETING TO PROVIDE A
PERSPECTIVE ON THE ISSUES DISCUSSED IN THIS PRESENTATION.
BEFORE I TURN TODAY'S MEETING OVER~ HOWEVER, I HOPE IT
GOES WITHOUT SAYI~IG THAT MDD IS CONCERNED AND COMMITTED TO
DO EVERYTHING POSSIBLE ABOUT THIS AREA. WE ARE PLANNING
TO TRACK THIS AREA CLOSELY IN 1983.
Fecke~n~ $|ide #|
Smoking
Attitude
Study
Fackelm~n S~ide 112
Objective
"To Achieve a Better Understanding
of Public Attitudes Toward
Smoklng and the Key Components
that Make Up those Attitudes
Fackelm, an Slide |3
Method
~ Qualitative Phase
I Quantitative Phase ~0 smoke.
500 Foyer Smokem
500 Never Smoked
C
F~ckelnmn Slide
.~ versus
Non-smokers
---
. Fackelman Slide
Smokers
Demographics
. Less Likely
~ B Professional
College Educated
Higher Income
Fackelman Slide 18
Smoker
Values and Attitudes ~ .
More Likely, ~ ~
Feel Used
[] Feel Worried
Feel Pressure of Deadlines
Act Quickly
Have Ready Answer
Fackelman S|Ide #9
Less Likely
B Health Conscious
B Moralistic
Facke~nan Sbde ~Vl~)
Political Orientation
. [] Less Likely a Registered
Voter
[] Less Likely Politicall~/
Involved
Fackelman Slide
Summary
Demographically
Attitudinally
Politically
Facke|man Slide 1~12
Key Components
B Stress
" I Health
Right and Wrong
c)
Fackelman Slide #13
Smoking
and
Health
Fackelm~n Slide
Both Smokers and Non-smokers
Believe Smoking Affects Longevity
Total Adults
Smokers
Non-smokers
% Who Believe
1974 1978 1982
90 90 90
84 83 84
~ 97 97 97
Fackelman 811de #1S .
People Feel They Know Enough
About Smoking and Health
% Who Know Enough
---
Fackelman Slide
Reasons for Quitting
Health ............... 39%
Doctors Advice ....... 20%
Govt. RpDorts .........20%
Friends or Relatives .... 16%
Expense .............. 15%
Fackelman Slide #18
Prima~ Health Believed
to be Related to:
[] Short-term Hazards
[] Longer-term Hazards
Facke|mar~ S~de |19
Total
Adults
93
93
.90
Smokers
88
88
8O
Non-
Smokers
95
96
95
Smokers Who Quit Would
Feel Better Physically
Pregnant Women
Shouldn't Smoke
Smokers Cough More
Fackelm~n Slide 1120
~ong term Hazards
Total
Adults
Believe All Hazardous
Evidence
Cigarettes a Major
Source of Cancer
87
81
% Agreed
Smokers
Non-
Smokers
93
Cigarette Smoking is
Considered Risky...
But a Reasonable Risk
Fackel~an Slide #22
Perc " d Relativ " ks.~of~i
Cigarette Smoking~
More Risk Less Risk Equivalent
than: than: Risk:
Coffee .legal [] Alcohol
[] Saccharin Drags Polluted
No Seat Motorcycle City
Belts w/o Helmet Speeding
Overe
F~:ketman Slide 1~23
Passive
Smoke
Fackelm~l Slide ~24
Passive Smoke
B Believed Hazardous
to Non-smokers
B Belief is (~r~wing
~86’ 8L6’ ~L6~ ~86~ 8L6L ~L6~
sJeHou~s sJe>lozus-uoN
IntuJ~eH s! e~iouJs e^!ssed e^e!leE! oqNt %
C
---
---
Does Cigarette Smoking
Affect the Non-smoker?
Irritation
' Eye ~s/Throat/Nose .......... 43%
B Smell/Odor ................ 25%
Just Bothers Them ......... 14%
Health
Bad for Health ............. 26%
Trouble Breathing .......... 26%
Facke~man ~lde
Strongest Argument
for Restricting Smoking
in Public Places is:
Health
Flckelmln Slide
Arguments for Restriction
,.% Agree d~
Health of Non-smokers ....36%
Fire Hazard. ............... 29%
Non-smokers Allergic .....23%
Fackelman Slide #32
Summary
Pdma~ Health
Believed by Public, Little
information Needed
Related to Short and
Long-term Effocts
B Seen as Similar to Other
Statistical Risks
Fackelman Slide #33
Summary
Passive Smoke
II Growing Belief that it
is a Health Hazard
Source o! Irritation
and a Health Hazard
Strongest Argument
Smoking Restriction
---
C
S'bcial Acceptability
[] Social Interaction is a Primary
Benefit of Smoking
Comfortable
Fdends
Maturity
Attractive
Fa’kelman Slide
Smokers.Are Feeling
More Self-conscious
"about Public Smoking
Fackelman Slide #35
% Who Seek Permission
Indoors
II III I ill I II
1978 1980 1982.
Smokers and~Non-sm0kers
Agree that Smoking in
Social Situations is Not
Generally Acceptable
A Lot of People Object to
Others Smoking Around Them
You Are More Acceptable if
You ~)on'! Smoke
P(ople Smoking Around Me
Make Me Very Uncomfortable
Total
Adults
81
61
35
% Agreed
Smokers
74
5O
8
Non-
Smokers
84
67
5O
l,,tll I'PlI$ ulUJll'4:e:l
Smoke andSmell are
Key irritating.Elements
of Cigarettes.
r
F=cke;man Slide #43
C,garette Sm
..... ' '~~ " ............. = ~ .....-~/o Agreed
Makes Clothes and
Hair Smell
Makes Eyes Water
Doesn't Smell Good
Causes Extra House
Cleaning
Total
Adults
83
79
77
68
Smokers
75
7O
56
57
Non-
Smokers
88
83
89
74
1
Problems with
Smoking
Are Not New
Fackelman Slide 1~45
Actions Being
Taken: - -
B'lndirect
M Direct
Fackelman Slide #4~ .... ~ - .
Non-smokers Indirect Action
No Ash Trays ............. 55%
Cough/Gesture ........... 52%
Move Away ........ , ...... 48%
Facke~man Slide ~47
[] 36% Have Asked Someone to Put
Out or Not Light a Cigarette
Strangers and Children Ask
Most Often ,
[] Adults (18-34) Are the Most
Active Anti-smokers
Facke~m~n $||de 1~48
Not to Smoke
[] Home
[] Car
[] Restaurant
[] Work
Non'smoking Areas Now ;
Exist at Work
and at Home
---
Fackelrnan Slide #$1
At Work:
[] 60% of Workers
Have Smoking
Restrictions
[] 22% of Smokers
Don't Smoke at
Home '.,~ ~.~
LgLg ~LgOg
%09 ................. ea.W
Jo aO!tlO ,s~a~lOZUS
%99 .... lu~saJd eJe sJeHoms-uoN
uaq/v~ JeO ,sJ~)Homs
%08 .... |uasaJd eJe s~a)lOtUS-UON
ueqh~ eU4OH ,sJe~ou4s
:u! alq!ss!tuJac115u!HouJs
C
Non-Smokers' Territory
Smoking Permissible in:
Non-smokers' Home Where
Ash Trays Not Present ...... 13%
Non-smokers' Car .......... 14%
Non-smokers' Office or
Work Area ................. 41%
Confinement of Space
Smoking Permissible in:
Outdoor Indoor
Public Events Public Events
95% 42%
0
~
o
---
---
Fackelman Slide
Would Vote for Restrictive
Smoking Legislation
Total Adults ..... 66%
Smokers ........ 44%
Non-smokers .... 77%
Smokers in Regulated
Areas Want Restrictions
More than Smokers
in RegulatedAreas
Smokers Wh0 Feel tha! there
Should be Restr|c!ions in Res!auran!s
Regulated Non-regula!ed
Areas Areas
79% ~ 36%
---
Fackelm~ Sllde #62
Polarization
65% of all Smokers,
Live in Households
Without Non-smokers
Smokers are Twice as
Ukely as Non-smokers
to Say their Friends Smoke
Summary
Passive Smoke and t on/
Annoyance are Key to: ..~, ~.~. ,~,
Social Accep~biliW
B Smoke/Smell are Main
Irdtation/Ann0yance Problems
Summary (cont.)
[] Overt Disapproval Increasing
[] .Territory and Confinement
Define Rights
[] People Want Smoking Restrictions
[] Polarization of Smokers
---
Smoker
and Industry
Image
~Ogg 9LgOg
---
C)
Fackelman Slide
Are Perceived as
Socially and
Morally Suspect
People Who Are"
Likely to Smoke Not Likely to Smoke
Card Player~ Pro Athlete
[] Cdminal Clergyman
Big City Person Scientist
Scotch Drinker ~* * Doctor
i~ Car Salesman Teacher
Fackelman Slide #71
Perceived Incidence
of Smoking is:
B Higher than Actual --
" 60% of Adults
Stable to Decreasing
Fackelman Slide 1172
Industry
Image
'0
---
Fackelma~ Slide #74
% Favorable Attitudes
1974 1978
1982
Fackelman Slide
Indust~,Ethics.
Arb.~.B,~i~, ~ ........
Questioned
Fackelman S~lde #76
D,eq!i~!ing~public Belief
~ aboutIndustry
Responsibility
Fackelman Slide
Resoonsibilitv~, ~ ~, ~
What thi.~ Industry Believes about
the (Health) Case Against Tobacco
1974 1978 1982
Know it's True 50% 56% 63%
---
'i
What Do You Think the Industry Is
Doing about Health Issues?
Wo.ri~d. "ng Hard or 119741"197811982
Making Some Efforts~ 61% 52% 44%
F~ckelman Slide
~lndustry Is Seen as
Peddling Influence
F-ckelm~n SIK~ ~81
Tobacco~Com~ ~ ~ pan ies:
Non-
Spend a Lot of Money
Influencing Politicians
Subsidized by U.S.
Government
Earning Higher than
Average Profit
Adults
74
66
58
Smokers
71
63
57
Smokers
76
67
58
L !.9~
Fackelmafl Slide I;83 AII-B
~ .......... Pote - ~ ntially .... "
Leveragable
Issues
Fackeln~n Slide lB3 AII-A
~...~.~.,, ............ ~,~Govemment Has PUt U~c~~
Pressure on Tobacco
Companies in Recent Years
Taxes on Cigarettes
Discriminate Unfairly
Against the Poor
. Total
Adult,s,
4O
35
Non-
~Smokers~
52 34
48 29
---
F,ackelmen Slide
Cigarettes were $1 per Pack,
How.,Muchof.tha~Would Be~Taxes'~
Adults Smokers Smokers
1 37’ 39’° 35’
0
4",
Public is Receptive to
Hearing Tobacco Industry
Point of View "
F~ckelman Slide
their Side of the Issue
% Agreed
Total Non-
Adults Smokers Smokers
73 82 68
F~ketm~n $11c~e leM
B Smoker and Tobacco Image
is Negative and Declining
Smoking Incidence Over-estimated
Industry Ethics Questioned
Fackelm~n Slide I~a9
Summary (cont.)
Potentially Leveragable Issues
Exist
Govemment Pressure
Tax Discrimination
Openness to Tobacco Viewpoint
Overall
Summary
F~’kelman Slide #91
~mokers and Non-smoke~
Are,Inherently Different
Stress " "
Heal~
Right and Wrong
Overall Summary
Smokzngand Health
II Primary Health --
a Reason to Quit
B Passive Smoke ~
a Reason to Restdct
3 Declining Social
Acceptability Threatens
a Primary Benefit
of Smoking
Overall Summary ~./ ....
4 Both the Image of
the Smoker and the
Image of the Industry
Are Weak and Declining
