Tobacco Documents Online

Mindset Segments.

Abstract

This document offers what is described in the tobacco industry as "psychogrpahic data" on smokers. It attempts to draw a picture of the personalities of people who smoke different brands of cigarettes, in order to determine how to market to them.

Some of the classifications of people are called

Sensation Seeker Contemporary Flashy Ambitious Working Class Well-rounded Striver Socially Conscious Passive Old Reliable Frustrated Blue Collar Blue Collar Low End Blue Collar Big Spender Passive Agressive Female Lively, Taste-Oriented Female Actively Concerned Female

The descriptions of these smokers aren't necessarily complimentary, either. For example, according to RJR the passive-aggressive female mindset believes that "Life isn't fair to women." She is frustrated, lacks inner resources, emulates males, likes junk food, feels she has little control over her fate, is mainly negative about the future and smokes brands like Marlboro, Camel and Winston.

The Frustrated Blue Collar Mindset has low self-esteem and doesn't feel manly because he's not a good breadwinner. He is disappointed with life, and may be an overweight, sedentary beer drinker. According to RJR, This man "wants a strong, masculine cigarette to compensate for personal inadequacies." He also "may be attracted to Camel because the fantasy/adventure gives hope of escaping from a bleak lifestyle."

Thus we see that in the tobacco industry's eyes, a cigarette is more than simply a drug administration device. The symbolism a company attaches to its brands provides hope, fantasy, escape, and pleasure to needy, low-income, hopeless, frustrated and downtrodden blue-collar workers.

User-Contributed Notes

Fields

Quotes

(From Page 7)

Sensation Seeker Mindset

("If it feels good, do it.")

Brands: -Marlboro -Camel

Personality Characteristics--

- Flamboyant and outspoken, but underlying psychology is a passive victim. --Emotionally insecure. --Feels he can't make it on his own. --False sense of bravado. --Seeks sensation to compensate for feelings of personal inadequacy. --Needs strong sensate experiences. --Smokes, drinks, gambles to get more out of life. --Doesn't deny himself physical experiences. --Wants high excitement of risky sports and other activities. --Likely to to dissatisfied with job, personal relationships. --Doesn't take charge and make plans. --Disorganized, spontaneous. --Vulnerable to lotteries and get rich schemes.

APPEARANCE/PRESENTATION --Not well put together; may be somewhat seedy. --More sloppy than neat. --Unconcerned about fashion, trends. --Doesn't worry about the look he projects to others.

PEOPLE ADMIRED

--John Wayne, "He had balls." --JFK, "Stood up for his principles." --Paul Newman, "Races Cars." --Showy people who seek to be the center of attention. --Andrew Dice Clay's outrageousness.

GOALS:

--Limited occupational goals; likely to list all the reasons he doesn't have a job or financial security; blames his problems on outside forces.

ATTITUDES ABOUT THE FUTURE:

--Pessimistic, no control over the future. --Lacks feelings of security on a personal level, and for society. --Uncertain about employment and the economy. --The older man longs for lost youth; wants action and sensation to reassure himself he isn't over the hill; negative attitudes about the future.

SMOKING ATTITUDES:

--Smoke as long as it isn't specifically banned. --Low concern about the rights of others. --Doesn't dely gratification; has a cigarette when he wants it. --May take the offensive; feels he's being discriminated against as a smoker.

BRAND ATTITUDES

--Very brand loyal; wants structure. --Needs stability, strength and reliability in a cigarette. --Wont' risk the disappointment of a cigarette that doesn't satisfy him. --Relates to the strength and masculinity of the Marlboro man. --A strong brand image and a strong cigarette reinforce his masculinity. --Older man may not relate to Camel's excitement and class. Camel projects contemporary "winner" image, and this person feels inadequate.

Company

R.J. Reynolds Tobacco Company

Author

N/A

Recipient

N/A

Region

United States

Type

Report

Named Person

Clay, Andrew Dice

Cruise, Tom

Dean, James

Eastwood, Clint

Evans, L.

Hope, Robert (Bob)

John Fitzgerald Kennedy (JFK)

Jackson, B.

Jackson, M.

Jordan, Michael

King, Marrtin Luther

Knotts, Don

Newman, Paul

Norton, Edward

Streep, Meryl

Teigs, Cheryl

Trump, Donald

Wayne, John

Williams, Ted

Winfrey, Oprah

Subject

targeting

industry sponsored research

marketing