Tobacco Documents Online

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CONFIDENTIAL But it offer, little economic opportunity to idea ,temmed from the public relation, ,runt, the people of Greenfield made a ,erious attempt to give up smoking. In their effort they were ,upported l~y most ofthe •well-known anti -smoking. organizations, ,uch as the American Cancer Society, the American. Heart Association, and the U.$. Department of Health, Education

"";~.....' " The ground rules were simple - 3 - If you were a smoker, you • .~:~~.:,~.".~ .were supposed to quit, If you were not a smoker, you were not /~...:......;.~.:!,... supposed to start, The town council considered passing a law ~-~,,.~.,..,... forbidding smoking within the town limits and discussed banning ~":'~;':.~.:x:-~.~.:,:._ the sale of tobacco products, but considered it too much an ...... <~.~...~;.~!:~.., abridgment of individual rights and freedom to b~ brought .~:.~o~a. ..... .. ~ a ,-~..o. ~,~.~ ,. .. ,.. ,.._..~..,-:--~--=--~--....=~. serious vote-, Most merchants, however, cooperated with the spirit ~)i~22'.~.~'".i~:' of the community effort by removing tobacco from sale or at • ~'~.-~:.~i~:."-- from s~ght. Pledges to quit or not start were obtained from -i~iz:;-Ci:~.i~T.' the residents of the general area, from the rest homes to the .':'C.:!/:~:::-~"~~. kindergartens, and the "evils" of smoking were well public~ze~, -iT..-:.:-;,~.;~. together with the contrasting "benefits" of not smoking.-Althoug).N~ ' " " " " ' " l " " there were probably some individual smokers who skeptically debated .- some of the antl-smoking claims, there was no rebuttal from the tobacco industry, so that the people of Greenfield were presented.".5.~.~.~: . with only a single side of the anti-smoking question, and they ~,~.-.:~.~ ...~ received that in a very heavy dose, ~-.. And so on August 8, 1969, following the firehose fight between}i;2 .~ .~.. the Jaycees and the volunteer fire department, after the Kra y lostume Awards, after the speeches by Senator-~, film .~'C "'-," ", ' .....-.~.:~:~.._ Dick Van Dyke and Bob Newhart, after the blessing~ of Mi~s ~eenage. :::~'-~:--:~,~..~ America had been bestowed on the crowd, while the pretty girls were."? • .~.~:.~:.. Still gathering ~he final signature~ on the pledge card~ and the -i:~~,,"-,.,.,, .,.,. fr~e balloon~ were drifting toward~ Oes Moines, then the .1. m~ ~; ~L-~'- .,~'.~.,~='-'~:.:.,;,.~ Greenfl, el d lit a. huge bonfire on the town square, threw in their .~,~.:~... cigar~ cigare~te~, and even their pipes, and attempted to give '~"~~'" " smoking for thirty days. It was a local holiday, a festive • ..~. the most memorable event in Adair Count~ since Jesse James robbed :' ' ~he train abou~ 15 miles outside the town in 1873, and i~ wa~ of '~ .... '~" course named and advertised as Cold Turke~ Day.. .... . ...... . ...~._.. .... . ~ ...... --.~.~ .... . .... . , : ~" ,.,.,. ~w~.'~ .t~-~:~.~--~i~L~.~z .... . . • ... :'~.,~.'~~.., ,,~.~;~..'., ....-~..,.~,~

...~,+ ,;-,~ ../+~ ,,,+. .. '"" " +~+C + + - 4 - CONPIDENTIAL During the thirty days of abstinence Norman Lear's filmmaking was in full swing, Actors, c~meras, and film technicians flooded ;'~.:. .~.+ the area, blocked off streets with cables, filled the motels for -.+_+.; • . . . + ,t,....:,+ - miles around, rubbed elbows with the townsfolk at the soda fountain +~+~..+,:..,,, ,+-~.:..,.+ +. .+>.~:.~?:~..:... grocery stores, church services, and bar and grille. The area work +--,+ ...... ,+ bulged with tourists watching the movie makers at Hundreds • , . . . .... ..+.~ " ..:;~,++++.,.+. of local people of all ages were employed as extras The • , " " . , " ',+.::'~' _2Z~.-+;-...,'-'.;-, opening of schoQl was postponed for a week because so many people .:i~ • . -j: " ";:~"+'--+"+ were in the crowd scenes. There was a love affair betwe'e'n the town. ":" '"+"" " • .+ ..... and the moviemakers built up almost overnight, The town admired + ~.:..... :.~--.+.L~ • ~+ + the obvious professionalism and dedication of the actors and ":~.'..~'~-+.:~_~. +.+~ ~ +~,. • . . . ...-.+,,,.'-. • • technicians, the hours they spent in rehear~l the driving + • , ... • " " ante of the director that scenes be done over and over until were right. The movie crew was smitten by the intelligence, common sense, adaptability, and cooperative spirit of the people, so much:" - ....-;. so that they made a ten minute short subject on how wonderful the - - • " C .~-; + people were, whi'ch fell a little flat when presented on national~ • , .,-~ .,~..~.+-..- • _-":.+,. .,.~ ..+ :.,+~.,.+.,.. +:. L. u ;. TV a year later, . ..... ," -"> i -'::: ~: .... • •. ,.,+..,--~ - '- " - " ..... • • . '+:.,~'..+ "+.'2,. ' :,:,?'.~::"~ ;'i + ; '" A" ' :.:::-y:...'++.~/+" huge sign on the outskirts of town greeted tourists with + • -,: : q,;+".i., ',;.. " " -.,~-+-.++++~z.++ Welcome to Greenfield, the town that went Cold Turkey No Smoking, • ~, . ..... .~.',~,'....+:~;..,.- '~~-;~%+" """ " " . Gum ,. " ~'+'+.-',/-.C ,,,~.+~+-.Please., In town there was almost no smoking in public ':..+:~Tx~;,,~,"+:~..+.,_+:.. +~,u+cver^,., was being chewed at an alarming )ate, candy mints were """'". +"-+"+-~,Y-"+ and the life expectancy of a salted • .~+o.++~ melting away like a spring snow, ~+:'.~....'z~,;:.-..~./;.I nu~;" was extremely brief. Most quitters increased their consumption "i.~'..,.~+i-'..!i~.,. of ~hese or other types of snacks and drinks in an effort to replace ~ +~S.'T,.~ ~,,.: ~:.+:+ .+... ,+. ~.~, ,:..,<+.. ~-....,,.+;,.-~., tobacco, Many, quitters also developed or noted increases in suc~ ..:~-~ ~.~ :~..... .... '1"~ ~'~ .... " fi nger-tappi ng, ..<,....::.. nervous mannerisms as foot-tapping, pencil-twirling, _ ~.~'~:.;.X~' . ..- " '- ::"~':"~ " thumb.twiddling, or an unexpected favorite which combines a "~'.. .~..., ~." .+ ,+" • +.+-.+.~; mannerism with a snack -- match-chewing. Compared to the way they ." ./~..+~.~..... used to feel, many quitters found themselves feeling blue or depresse • " ,+ .- :' :: ..... ~ r-+. • . ..L'+j +~ ,; .... ..: ~ ,-, ,w,,+ : • ,,+ ,-- • ..... j

CONFIDENTIAL - 5 - They reported being restless and tense, being ill-tempered, being apt to doze off, and getting constipated. Most noticeable of all, they were gaining weight.* " ~,;.'~ . .: .'- .. Ceremonies marking the conclusion of the campaign were held . at the end of thirty d~ys and IQ (for "I Q~it") buttons were awarded • publicly to those who claimed to be successful quitters amids~ not a few snide remarks from onlookers as to whether they were deserved or • "" .: ~; ~T . not. Things got back to normal a~ter the filmmakers left, but the community continued to bask in the glory of its famous anti-smokin~";- ..... ~ ~"r',,u, effort. There was considerable debate over the spending of the • $6000 prize money -- a set of chimes for the courthouse Was :he ,. ,..~..":': ..':.; - eventual compromise -- and the enforcement of the former smoking .. taboo was relaxed. Although strangers were no longer openly .~...~ criticized for smoking, local people were chided, given dirty gentle ribbings, and even occasional reprimands from WCTU types. .. It was plain to the community leaders that the community had been :.~:i!:. indelibly marked by its experience. The mayor, who since he had quit smoking had gained eitherl5 pounds (his estimate) or 40 pounds/ .... Ctownspeople's estimate), was in much public demand to speak before..: ~:~-~;~'.:~..i local civic groups and PTA's throughout Iowa and eastern ~lebraska.._...~... • ... .:...: . Occasionally he even traveled as far afield as Massachusetts, and...::.' ..... .:--~ the private citizens of Greenfield shared vicariously in his new ...... • ,;~i,,~ :~', ,~,;;...... • ...,, ,.. . ~, . ",': "~ ..... . ,.,~,,~.:., , .. . ,." ..,.. . , ., , .... ..-,..,,...,,. found prestige. .... .- " ' ~.: .: ..... : ..'..." :.T :"i" " .. ...'." .:... .~,T" .:.. . " . ....:I.,T...~ All of these events were history when I visited Greenfield the following Easter to find out what had happened the preceding ' summer and to ask whether the campaign had had any long term effects. It was then seven months after Cold Turkey Day and six months after formal termination of the antl-smoking campaign ..... .-,.':", • . ,.. .. • . ~. ,--.~'.- .~ .,.'-.~.- ... . ~- ~:; i.",..",: • Tables showing changes in consumption patterns, nervous mannerisms,.." etc., have been placed in the Appendix :.~,,.~....-:.,.~.:.:,,.~ • . .,...-,., ..:.~- ~, ..,.;-'..'. • ,. .~,~.'r;,. -- . . .:, ,.,.. . 100184 480 ' _.__it," " • . . _~. .... ± ... s,-:~_ .__ .._,.~.--..

- 6 - CONE/DENTIAL PROCEDURES .. The local Girl Scout Troop was hired to distribute question-:~:.-- naire packets to every man, woman, and child living within the: , ,.. ~; ,::~. :~.' ,." :.,~z.-o.,:- Greenfield city limits who had been at least 14 years old on:- Cold Turkey Day, smokers and nonsmokers alike. Each packet con'.'~;;z-~' ":'c::"~c:;i;.; - rained a questionnaire which covered personal demographic data and .a smoking history, as well as a copy of Cattell's personality..,~ • o~ ...... ., ..... _,L-.-~:~::-_ l e, and Inventory, the 16 PF. The Scouts contacted 1592 pe . inas.much as the decennial census, taken the next week, tallled . . only 2212 people of all ages, it appears that they found .... .---.C~ all of the eligibles. The subjects were asked to fill out the • • ..:. ~:.'~- ~.~ questionnaire and the personality test and return them in a postage prepai~l envelope to the Product Opinion Laboratory in "',.,,...~;:-.', Richmond. This firm does field testing of innovative product~ ~.:::'~"" I~:L:.;. for several Virginia companies, but it is owned by a tobacco .:....~:,,....,-:. • .~ ..::~, .~.~, company and exists mainly to evaluate new cigarettes. It was ,,.~'..-.~.,.- .:' ,, ,~..':, .~..-. known in Greenfield that the Product OpSnion Laboratory "had a '.:.,~;;,.~,;- • ~.o.. ~.'..~ tobacco company as one of its clients" -- we felt that we should.:~;).".i . ..;' ~ not deceive the city council as to this fact when we asked their ' help in gathering the data -- butwhich company sponsored the research was not revealed For returning the questionnaires, • .;.:::,.:.-.,~. which took about 90 minutes t~ fill out, Product Opinion paid respondents five dollars and gave them an abbreviated persona.lity-.,.= ..... description comparing them to "other Americans" on ten of the basic.:.._ factors measured by the personality test. ' ;.'~":":" :.-'.i!"::.:':~ . ' " i. "/,':'T.'::-.";'L- A total of 1435 questionnaires were returned, 90.1% of the 'i.i; handout. Of this total, 1385 provided usable data, The 50 discards " , were mostly from elderly people who hadn't filled out.the qu~sti~n-.~. naire properly, but V~voided a couple of.returns arbitrarily -. .. .:'... ,..,~$~,,.,~ because they appeared to have been filled out by the same person. . ' • .' L:.~.', ~,,~..-..~.:~,w~: .~.~ ........ . ..o ,._- ..-~ • . . - ..~. ~ .. ,..~ ,. ,. .... ' -. ' "- -.':. :-',~:"-;-:: ' ~" ...... ~ "~ ""~"~ -- - "" :" "" " :. ~..".-'. '-."--:~. "~;i-." , .. • " :....~ -.-....'."...'~."~ :.~:~*~ 1..I..~' ".'.'." . . "-" ........ • ..~ :....~_,,,:-,,,,~.,.~.,~..~,.~--~ " . .'. • ; • " " :'," ..... '.': .-':,.'-':,;'~',.=._':,'?.;v r~'~* " " ": . ; '"' " "" ;:. :.': '".':.': .::"'~-".::., ;.'~'.': ~ "~.;-~=:' • - .-: .... ' .. • ~.:..'::.~,., .., - ;.,,......;!,:,.::~,,...-.>,....'_

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CONFIDENTIAL Group • Nu~be~ I00.0 Nons~,okcrs in May 941 67.9' S=ok~rs in H,~' ~ Tried to Qui'~ 166 wi~.~.~n .a ~onth 7~ a~ Eas~er, lastad ~7

• e^ano s~q~ uo ~SO~Le SL/~ -I~'I.I.N3ClI.-INO:~

SEX CONFIDENTIAL A major.factor affecting the quit rate was sex of the smoker.' ,Compared to men as a group, the women of Greenfield were less .-:i.i:)~--).! likely to have been smokers, less likely to have participate~I the anti-smoking campaign, less likely to_have succeeded in staying: off for thirty days, and once they were successfully off their,-.---~".::::~:..~... cigarettes, the.v were less likely to have stayed off. Th'e of the sex effect is shown in Table 2. Note that only 3.9% of -< ..... the women smokers quit and stayed off for seven month~ " It is clear whether women did not quit because they were afraid of welghi~ gains -- in those people who quit and gained weight the average- • . • ... L~.~.~.,.; weight gain by ~'aster was 15 pounds -- or because of some more ...,: . subtle and undetermined influence • -.-::-:-~ • ..%;; ~. - AGE ~:...- Table 3 shows the number and frequency of respondents in several age-related categories and smoking classes. The age ..~i:i._:.~.. related categories are High School, and College, both of which are based on then current educational status rather than age ....... 9er se. The age ranges of the remaining subgroups of are 18-29 30-39, 40-49, 50-59, and 60,~9 i:"~"::.. , , -..'.~;'.l The population mix in our returns reflects the migration of young people out of the community and the influx of retired people back to the community or into the town from surrounding rural areas. About 61% of the male residents between 18 and 60 had been active -' smokers in May, a figure which the campaign cut to about 52% by. .~, the following Easter. is 31% cut ~o 30%. Among women in the same

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10 10 55 3 Nons~udcn~s ...... .- " ". :. " - CONFIDENTIAL Grand Total

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$7620 8750 9560 9640 Didn'i~ Try t~ Quit Quit ~n Cold Turkey Day Quit prior to Cold Turkey Day L~s=ed 30 Days L~sl;cd 7 months÷ but Resum=d 7970

- ll - CONFIDENTIAL procedure used were those of the U.S. Census Bureau. The scale .. runs from l through 99, with high numbers assigned to well-paid, highly respected occupations which require considerable education,-_. talent, or skill, and low numbers assigned to poorly paid, less respected jobs which require little education or ability, Thus a .... surgeon is rated 99, a machinist is 68, a barber is 37, alaundress is 9, etc. Some typical ratings are shown in Table 5. This scale.,~..~ is different from, but analogous to, the NORC scale of 1947~ When!~/ sociologists speak of social class they usually include a~riet~;:~ of determinants beyond occupation but for present purposes, I shallC~. define my use of the phrase "social class" solely in terms of the"~ Census Bureau's socio-economic scale. In what is to followi I shall. add, subtract, multiply and divide these number~ to get group .... ...~.~..,..~ averages without any regard tC the niceties of scaling procedures,i.~ and I will refer to those with scores above average as an upper class, and to those below average, as a lower class ...... .~. Greenfield as a whole reported an average score of 56.4 which_;..i is about average for a small predominantly white community in the north central region of the United States. The average score for -.._ all nonstudent males under sixty years old was 60.7, so I will use ..... 60 as the dividing line between the upper and lower classes, - .... ; . Figure I shows the average socio-economic scorec of the would-'" be quitters, nonquitters, and resumers at different times in ":='."~ Greenfield. Those who didn't try to quit smoking had the lowest mean. Those who quit early, before Cold Turkey Day, had the highest. mean. Those who quit on Cold Turkey.Day had.an intermediate score. Of the would-be quitters, those who lasted for thirty days had a higher score than those who resumed. Among those who had lasted for thirty days those who were still off after seven months had a ".~ higher score than. those who resumed during the winter. It is clear"-~ that the successful quitters economic class structure.• • ,-,L. ~ were from the upper end of tee socio,".~ • :. .-, -;.-. i.~-" '. '. ..... ,,, :. ",';'~-,.. ~ • :...~ , ,; , v,,-~ ,',,, ~- ., , : ,, .-.:T:.~.~.~.'....,, ~,:.:~.~,.~.?.,~ .... ... , . ;~.... ,...~..'v:-'~'.': ..".~1. ',- • T . " " " ~. " ..... .",..-~' ":: .'.'.~;-? i'-,' ;"-~"~-'~ "

CONFiDENTiAL Soclo-ocon~alc Scoros of sozo FAmiliar Occupations ?hpsiciAn; Dentist 99 Jc~ ~ilo~; Prolc==or; Social Sclon~Is~ ~6 .I.~¢hinlst 68 Bi2~ CoLlec~or 66 Bus ~ivmr; Construct'n Foreman ~5 ~rofessionalA~hlote 60 Auto ~lech=ni= Ba~¢~r; ~Ic~ason ~2 Painter; B~rtond~ ~7 GAS Station A%tenden% 4~ 9

cONFtDENlqAL

cONFIDENtIAL -12- • A further breakdown of these scores is shown in Table 6. '..: " ' Looking first at those men with occupation scores below 60 -- ::.,:.~..2..-.. roughly the lower half of the Greenfield class structure -- we -~.~..:.~=. • - see that only 25/85 (or 29.5% of this subgroup tried to qul_t. .... .... " In ~he upper half of the class s~ruc~ure 64/117 (oe 54.71) ::~: '~"~" to quit. Note that no one from the lower h#~f of the quit early. All the early quitters came from the top half the l~t .... ' • " " .... ~'""' Not onl] was early quitting class related, but the two s o c i a ] _:=:~,..~ . term success ra~e was noticeably different for ~he " class groups: 28/64 (or 43.7%) of the original would-be qultterSm='m~i on the top portion of the occupation list were s~ill nonsmokers .:-:.: " seven months later. In c'ontrast, only 3/25 (or 12%) of the ".:':"".. .. original would-be quitters on the bottom half of the list were . :_ able to go seven months without resuming. The success rate was -.i~i-i)i@.. three_and a half times as great among the upper_c_Jl.ass_--- ' .;.!:~..!.:!..:;!..: The differences beween early quitters and Cold Turkey Day quitters, between the top and bottom of the socio-economic structure,- are summarized in Table 7. It is evident that it was the top of • g~ : .. .... ...:..-,~.~L:.;~.~,..~ . V e n . ..:::-...~ socio-economic pyramid which was most likely to have up ........ • , ~ ~'.:~. quZ~. The man in the street was not willing to give up smoking. ..::..., The quitters were joiners, and examination of the organlza ...... ~.. tions to which the~ belonged wa~ illuminating: they not only. joined, but they led. The list is studded with former presidents, ... ~. '.'-. .....~.; C:.......:... -#..?-~.,'~, • : , .,, • .~'. ~.~.../.~' _ . ... ...... ,.... • ..~ ...... ~...~... " "--. " , -"~""~'" :; :~ '7" :'~ :'.' :'~g~

CONFIDENTIAL

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-14 - CONFIDENTIAL -".i.: question of whether the quit ~ate is related to the personality adjectives which typify l~he quotes from the 16PF

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99"~ /..6"~ 06"~ I, ' tC't~ ~C'6 O4"Ot z6"g 66"Z : " 46"Z iii ~6"C -I~U.N:~G~NOD

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CONFIDENTIAL -17 - characterize this portion of t1~e structure force the group members ' to deal with ideas and abstractions, while ~he occupations of the "~ " .... lower social group make them more familiar with things than ideas; ~;~..~T;,-.,.. or it may be that the mole abstract thinkers have greater ease of .:.;~~." entry into the upper socio-economic occupations, while the less ...,v~-.-.,.... abstract thinkers are forced into less desirable jobs, "Asanother.~ • ,...'.,,.-....-?,.--- . ,. , . ;-~:.;._.,. • .~::.-,;.. example, the upper socio-economic group may be more socially/ bold .-~:';i;';~:'::"-"~..~: ...... . and adventurous because their occupations transform them ...... into"sucl~: • "., :'.., ; --:: ~,: :; . ,.. ,,.'.-. k± '. .... " people, or it may be that the more socially bold and adventurous i.~.I.I'I have greater ease of entry •into these occupations while the . ....' restrained an~ diffident are shunted into other lines of work. • . . - a ,..;. ~-,..,;: Both of these alternative interpretations are often correc~;;"~.',.:..2:}' Thus, if a man is chosen for a job because he is conscientious, :~.~ • and his conscientious behavior is reinforced while he holds this "'.';~~;- .',. : J position, the experience is likely to leave him even more con- .. scien£~ous than he originally was. Similarly, if he is .not overiy~;:-:!~ conscientious to begin with, but that is a requirement for success...,T. in this occupation, then he will either become conscientious or ...i". else he will find himself seeking other employment. .!~.~....-_• ..;..~ ..,.~. • .:' . ;...., ..... ".. . .. . ".:~t~.~ ... :. .~ ,./. ': '" "',.'; , ."."~.i,~','.". v " '" /.~,~.~";'." ,--".' ' " All of this reminds u~ that.wil~n we measure the personality:I-I~- ..~.~.-,~-~,. characteristics of the upper socio-economic class in Greenfield ': '" " '";"~"~""",.,.: ,..~.. we are evaluating the occupations as much as we are evaluating . .~{._...- ... ,..; .... " .". ~.,~, :i.o;~-,...~ .; . .. • • - , -: .~.F'-... - ~.--;~'~ ~,~..,.. ' .... -.. the ~,~,~eo~le. • "" '" • '. ' .,. " ..... . i ..... ,~; .... .... , ,.,. .:" ;°:-;:7• .. • .. . .... ,. ; .... ..... ",....;,..::-.;: ,. ,~..__ .. ........ -~.~ ': ...~./.~'~ ~~,',.j...;~. .... ' .": ;.' . :., :. ..... . ~ ~. :;,.~",2." .. • '..:~. .... . .'..;~" .~.

CONFIDENTIAL PERSONALITY DIFFERENCES BETWEEN QUITTERS AND NONOUITTERS .. E_ight Factors "/:,:~i.""T:. classes• scored alike, it will be seen that only two dimensions Factor C measures "e(lo strength." The low scorers are described as easily upset and lacking in frustration tolerance. -~'~.~.'- They are generally dissatisfied and easily annoyed. The higher._~._,.~; ..... scorers are described as calm, mature, even phlegmatic. W1thout~C~%~; .. taking• any position on the question of whether low scorers would be the type of people who need their cigarettes while the high .":'"." - scorers would be the type of people who could take them or leave' !'~'!~'':- them, we would note that it is frustrating for a smoker to quit-;;', .,.: and that those who won't tolerate being frustrated would not be expected to quit. Therefore, we would expect the non- quitters to have lower scores than those who received IQ buttons.;~.z'::~C .., The mean score for those who d~d not try to quit was lower.. mean of those who quit (t=2.¢,7, df=]63).as i tlers also had a lower mean than those who quit early i~.ii:.iii~.'C[. (t=2.16, df='128), •confirming tHat there are personality diffe~L:~', in ~he hypothesis is the suggestion that among would-be quittees,."~..... .. those who resumed would have lower scores than those who receivedii.:~!~ ~ IQ buttons, but although the data hint that this is so, the. ..... :.~:.W.~;..~.~. observed difference did not reach statistical significance.. ~

-19- CONFIDENTIAL Factor Q3 measures cont~.ol of the self concept, or strength of "will power " Low scorers are described as relatively undisciplined people who follow their own urges and are careless of protocol High scorers, on the other hand, are socially - precise, show self-control, persistence, and will power. -,. Obviously the high scorers would be more apt to be quitters than the low scorers would be, and the data substantia~e!~, this hypothesis~ Those who didn't try to quit had lower • _ ........ than those who quit early (t=2.33, df=128) and lower.scores than those who quit successfully (t=2 90, df=163) Implicit .... ~.~.,. ...... ~ :~" ~ ~." in this hypothesis is thesuggestion that would-be quitters who_.....~:~-~ resumed, would have lowerscores than those who quit successfully;:~:;~, and the data also substantiate this suggestion: The resumers did;.; have lower scores than the IQ button winners (t=2.16, dr=87). We had expected some differences in the scores of quitters .~-..: and ~onquitters on the other six dimensions on which the social ....: classes scored alike, and generally the data hinted at our expectations but did not reach significance. Thus we observed .... ~ that-quitters were more outgoing and participating than nonquitters; that early quitters were more dominant than Cold Turkey Day quitters who received IQ buttons; that quitters were more tough-minded than nonquitters; that the most tender-minded and dependent group of men in town consisted of the 14 men who said they had never in ' their lives smoked a Single cigarette; that nonquitters and resumers were mo~e suspicio~s (of other people's motives?) and quitters were more trusting;, that the more worried you were, the less likely ',.~'-.. you were to quit, and that the more tense you were, the less likely... you were to quit; all these relationships were observed in the :"'~:k . data -- but the differences did not reach statistical significance, so that while we can say that these relationships were found in Greenfield we are loathe to generalize to any greater population..; -.i. . . • .'.7'"-.~.-,.,.t .. ,...,.

- G N Tabl~ C] 5can ~Scorcs for Nonqui~tcrs and 30-~Y Qui~tcrs Co~blncd 12.77 13.0.2 11.53 I0.'73. - 11.32 11 Asterisks 7.82 9.85 7.38 8.9~ !"i" I0.42 "'*" 11.92 ": ":' ' .~., .-.. :., " 13.36": 12.60 " .- . Lower Class Didn '~ TrF To Qui% (n = 6o). 6.70 12.82 1o.63 d 11.05 10.58 .. ..,~'j~ .' .':L...:; .. . - '. " ' ~J-'~'&;"t , ' " ' • - 12.73 Lasted " 30 D~ys ...::.~ Cn: 11) -::-" • -- : -~i,'.~ 7.27 ....-:'. ' tl. 9 , ~.55 . . ..:,_.,. 1~.15 -: "":" 10.27 ... .',.:.; 8.18 .:,...,: ,, ;,.:-. - ~ .-," . . ..;-. :.-'- -."~....~ ,.,- .~-.;: ::-: havo been placed between means descrlbcd as signiflcantl~ different • in ~he %ax~. Discussion of the differences and description of the factors is . covered in ~he text. Where ~hcre Arc no differences in personality scores be,- ~wc~n the upper and lower classes the da%a have been combined. • , -..,':., .... .. ".~'~...:-:': • , .=,'. ...... ,..,,.,.:b • : ., ......~

- 20 - CONFIDENTIAL The Remaining Eight Factors • ." . Because there were social class differences in the remaining . ~.'.~.~ -~..!, ; ~ ~ ~ ::,... ,.'.;:;-.."C. data, we looked first at the quitters vs. the nonquitters of the '!.~-";~';' upper class arid then at the same two groups among the lower class -.-.;:, :. ~- Among these sixteen comparisons there were three which reached :i.:. --~;":: statistical significance. There were differences among upper class .... .-'o.- ;:: .>- .i quitters and nonquitters on the G and Q2 factors, and a difference. ~ among the lower class quitters on the J~factor. • • - The G factor measures "superego strength." The lower scorers are d'escribed as rule-evading, feeling few obligations, impatient, quitting, and "casual and lacking in effort for group undertakings." The high scorers are said to be more conscientious, perserving, staid, and rule bound, The obvious prediction is that a successful quitte..r will have a higher score than a person who didn't even try to quit. Not surprisingly, the successful quitters did in fact have the higher scores (t:2.45, ,dr=92) among the upper class, but - not among the lower. .~. '?""~:~~ The Q2 factor measures group.dependency and self-sufficiency.-...;.-...- ..". Low scorers are lacking in individual resolution, need group support, ,-::i!-,~.~:,~'. and tend to go along With group decisions. High scorers, in con-.~-::../->. .... ... . -:~.'..:~t • . trast, are independent people who are accustomed to going their own .. " way. Under the Greenfield circumstances we would expect the success- , .. ful thirty-day quitters to have lower scores than the.group orientecl. " quitters. Among the upper class this was so (t=3~01, dr=92), but .i:~'-.: :~".."" among the lower class the observed differences were not significa~~~.. • . .,......-;..,-.~ • The M factor measures conventionality. Low scores represent .~.::.~ the practical, unimaginative personality characterized by sound,.:i'..:":..:~..~ . realistic and dependable judgments High scores represent the • .., . ~....; ..,,. ....:. ..... ..., .... -~, .., . ." -.. ?-.. - ..

CONFIDENTIAL imaginative, bohemCan, self-absorbed and somewhat introverted person. ~e badno a priori hypothesis about this factor and • .,-. " were interested to observe that in both social class groups, the ... .~'~;;.-~-:,.~:.._~. quitters had higher scores than the nonquitters, but that the " {:-,..,.. ...... ~ difference only reached significance among the lower class (t=2.27 "-"...., dr=60) It is hard to decide what we shoul~ emphasize here. S~ould __~. ~,-.T- .:-~;,~:;:.;....,. nonquit~ing be described as the response of " l " '" ' realist{c and d~pendable Judgment and ShlOUld quittCngbe ~escribed • ~:...~-~.~... as just the opposite? or i~ it quitting which is an imaginative ' ~:.:~".-'" " and bohemian thing to do, and nonquitting which i~ the opposite? ........ :~:.~. " The interpretation is unclear. It i~ certain, however, that If - .: .. . . .,- ,,,.~., , • .~ man has been a smoker for many years, then continuing to smoke a more conventional behavior ~han quitting, which become~ ~omewh~T';~~ unconventional in light of hi~ past experience. • ..... . ~ ..'...i..- ~ Again we expected some differences among other factor~, an .:.. again we observed .a few ~ifference~ which did no~ reach ..,:..; significance (quitters were more adventurous, socially bold, and " , ~.~ ..~:..;.~..;?,. ready to participate than were the somewhat shy and timid nonquit~ers) • '.'~:". .but t~e rest of the difference~ were very, very small, and were ':::~~'" ...... :;;.:::::.~,:~;:..occasionally characterized by ~trong interaction effect~ from • ..:~¢~,~..~ ... . ., .., -.:..:~'~...-.clas~ to ~ocial cla~s, e.g. upper .class quitters were more :~.~~; ' and lower class quitter~ more desurgent than their, nonqu~tter ......~..,~..: . . Differences "~e:~een Nonqu~ttePs and Nonsmokers .... :.. - ,..: • f...:;.'~ ....--.,, ~..:2~:'..',';:;. :. . ........ "" '.~,.,., It i~ often suggested that there are differences in personali~.:C: • ...:..~,~.:.... between smokers and nonsmokers. Therefore we examined the avera ?~..:" scores of the Greenfield men who had never smoked a single cig re .~:;;.. ~b~me~with those who had tried cigarettes but not become smoker, S. " """ and compared the~e scores with the personality scores of ". dedicated smoker~ in town, those who did not even tr~ to quit..,.:..-,;.~--:~'~.....~.. "- . . "~. .,..- ,, . ,-.., : ..; ,. ..~,

- 22 - CONEIDENT[AD Looking first at the eight primary factors which were unaffected . , by social class, no personality differences between the nonsmokers ::- and nonquitters were statistically reliable. Among the eight.. """-"'~"....:~ •variables affected by social class, we noted only that the upper ....~-':';. class nonsmokers were more rule bound than their nonquitter peers (t=3.57, dr=96) and that the upper class nonsmokers were more .... conventional than. their nonquitter peers (one tailed t:I.88, ....... df:9,6.);~~-. ...--.-..- • . .... . ...,.~'.,~., ~.~.~- • ~- ., , • , "~-~ ~ ~¢.'~ ~,~ Anxiety and Extraversion " '~ .... " .... .." ....... -- ., , • . ~..". :i~c:.:..~ .. • :, ~. , .,.;~.,~:o.~. • • ......,,;..~ .'..'~.~.~'~:'~.~ From the basic sixteen personality factors it is possible to calculate more complex factors. These combinations of the basic '~"-"-..-=. factors are what have been traditionally measured by other personalit5 tests, such as "anxiety," "introversion-extraversion," etc. The test- constructors list a variety of these derived measures, butonly two seem well enough related to the basic factors to be worth discussing. They are anxiety and extraversion. .. We expected both of these factors to be different among the ~ ' socio-economic classes and among the smoking groups. The upper class, with its better incomes~more desirable occupations, more control over the community, etc., would seem less likely to suffer from anxiety•'~:: than would the lower class. If you control your life, we reasoned, ill; you have little to worry about. But if like the lower class, you ' don't control your own life, if you must struggle to get--b~f you must take orders, if you must do without most of the things you want, then you may well become anxious. And if you are anxious, we expec'~= • Sou to find consolation in tobacco among other things, a consolation .~. you are unwilling to forego. " • ,- ~

7VIIN3OI3NOD

CONFIDENTIAL- No retrospective study can ansv~er ~uch a question directly. IS can only be answered by measuring personality among a group of • ' smokers, having them all quit, and then measuring their personality .... • ~,-,:...-~ again. If there are c~anges in their anxiety scores which do not ~": appear in the scores of a grou~ of nonquitters, then we may be •, ::~::"'~: willing to attribute the changes to the exp~Pience of qui:ting. ' ,~ Such a research design calls fo~ ~uch more control of behavior ~han :~,, ~:..~, we now have available In the absence of such data we have to loo .-,., ... . .p ":.~i "~-. :. at o:her sources of information to help us choose between these interpretations. .. ~ . . . :.~ .-: ~.C~.~ ~.~'~..~ A~ :he :~me thej filled ou~ questionnaires ~e had ~sked ~he .n-~.... such es hav~n~ t~oub]e sleeping, being Pes.t]ess and ~ense, ~eing or depressed, ~e~ng ill-tempered, h~v{ng headaches, feeling a bothered mo~e or less ~ ~hese s~mptoms than ~he~ had ~een before ......: " Among the s~p~om repo~ers, ~he p~opo~ion ~ho ~epo~ed ~ha: • . ~..~ " ".. .their s~mp:oms ~ere no~ ~ovse than ~efo~e ~as mu¢~ h~ghe~ among ....~.... . ,-.~.. for~er smokers ~ho had neve~ resume~ th~n ~ ~s ~mong --..:. ~-,.-. ov a~ong those ~hO h~ neve~ s~oked. The ~ct of quitting had no~ .:). ~.. '. had m~de ~hem mo~e ~]]-te~pe~ed, mo~e ~es~]ess and ~ense, ~o~e blue . .. and depressed, ~ore ~roub]ed b~ loss of ene~g£, etC. Some ., " and nonqui~ers also fel~ ~his ~ay, but the proportion was ~wo or ... " three ~imes as grea~ among the long-term quitters as among t~e ~ control groups. " ' " "~ '~ -- . • . , . " ~ , .~. . ,.), ~ "~}?~ ~ ,......., ~,.,,.., :.,. &]- .

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CONFIDENTIAL In contrast, the difference in extraversion between the upper socio-economic groupings of the nonstudent males and lower under sixty was large, about twice the size of the difference between ~<-'.~_.,....,:. smokers and nonsmokers. The size of this difference made interpre-. .... ~" " ration of the differences between quitters and nonquitters difficult. ;":<""~:.'.Among the upper socio-economic group the quitters were more extra- .-.- ' .... verted than the nonquitters (t=l 92, df=94) Among the lower group ..;,~.>...... the nonquitters ~ere less introverted than the quitters (t=l 72 " .... " " ..;,.. dr=73), but their scores were so generally low tha~ th~y can'~ be ..-:"...,.. called ex:raverted, only less introverted. We are no~ sure why :. ..... -: there is a difference between these two social groups in type of~ ~'-;"~"~'-.>-~'-;.- " people who quit and who don't, but it is not astonishing to con~ider:~ that the same personalit~ characteristics which lead to one behavior._ in one group migh~ lead to the opposite behavior in another group. Some Final Comments .type of people who seldom participate in. community, activities. Most of the group differences in personality scores were -. either attributable to social class effects or to the social .-- character of the community-wide effort to quit, Those who joined . the campaign were She people whom we would have expecte~..(on-the basis of their personality scores) to have joined any community- '.. wide program, while those who would not Join the campaign were the The observation that successful quitting is apt to occur only among the top of the social structure explains why some professional people, basing their conclusions o.n the observed behavior of a few of their colleagues who no longer smoke-, have found it hard to believe that tobacco sales have been rather constant over recent ~-: ~ years, despite the "apparent" success of the anti-smoking, campaigns~. , • Certainly it explains why the Greenfield power structure was so :".:'<,'-"~r.~ deceived ..... •

CONFIDENTIAL The Greenfield record of nonparticipation under optimum conditions favoring participation suggests that massive anti- l • . . smoking campaigns under less than optimum conditions are fore- ,.~ .... doomed to dismal failure As an employee of a tobacco company ... .,..,~.; .. it may be inappropriate for me to comment upon the methods used : . - . .... . ~,.-." "i::.2.,.-;.. scientist.speaking to his peers I would like to suggest tha ....,:.-,; Cold Turkey typ~ campaigns are probably not worth the effort There is some evidence in Greenfield to back up thls ment. A year after the initial campaign, in a nostalgic to recover the past, a second "Cold Turkey Day" was held on-th-~ town square in connection with a midsummer festival. Residents ..:-..~: were offered a second chance to go Cold Turkey with Greenfield, .... . ,. • and a free book titled How to Stop Smoking and Lose Weight offered to the first lO0 smokers to sign up at a pledge booth ":-"~-:~: As an added attraction, a $I0 prize and three $5 prizes were .... offered to the lucky pledge signers present at a drawing in the town square, four prizes in all. i" Only five people signed up, and only one person showed up • the drawing' He turned out to have been chairman of ~he original -,.~r.' ;"-;-::~'~'"~.,...;.~.,,. Cold Turkey anti-smoking committee who had resumed smoking over..~...~-~-,~- :..~.~'~G.- the winter. It was obvious, the Adair County Free Press was ~ "" " ~ " l forced to conclude, that "there was little interest among Greenfieldl smokers in making another try at quitting." up rather concisely. . Which sums the issue • .., ~,. .... "~ '!'.'; .'. • --. - . " " "- - " " -. ',- ,~". T~.: ~= ,':-."' '- ~"

CONFIDENTIAL APPENDIX TABLE A Gum Salted Nuts Candy Mints Other Candy Ice Cream Soda Pop Tea Coffee Milk Fruit Juice Wine Beer Liquor Number and Percentaae of Peoole Who Consume Snack Foods and Beveraaes 606 708 706 " 571 589" ... : 558 • " ~ ' 641 697 250. ~208 233 NEVSz (N=758) N % 565 74.5 626 83.0 79.9 93.4 93.1 75,3 77.7 73,6 ; 85.6 92.0 33.0 27.4 30,7 .Z.NEVS • Never a Smoker ,... DTTQZ .- AOFF3 (N=278 (N=47) N ~ N 207 74.5 221 79.5 194 69.8 249 89.6 25l 90,3 230 82.7. ]90 68.3 258 92.8 244" 87.8" 164- 59.0 • 185 66.7 186. 67.0 39 43 35 44 43 .. 40 33 44 42 22 32 32 83.0 91 .5 ......... 91.5 85.1 " :.. 70.2 .,- 82.6 93.6 89.4 .... 46.8 68.1 '-' ZDDTQ • Didn't Try ~o Quilt ~AOFg-- Woul, d-be quitters who were still off, at Eas~:er.

0 Z m

Mannerism Foot Tapping Finger Tapping Pencil Twirling Foot Jiggling %~L':,:]:~.-..... Match Chewing ---~,,,.:~,.. Lip Bi ti ag "~~"<~?":: Nail Biting .. ~. ~',~- ~... ~::: Thumb Twiddling ..... -;., Knuckle Cracking -2. • ~"" ~- ~Resumed within 3 ,..~ .',.4-:-,-~6~ ~ ...~., ,~ .......... ~. ,.: ~ercenta~e o . • ...,:..i .... % '.: : .... APPENDIX TABLE C Percentaae of Peoole Showin~ Different Mannerisms NEVS (N:758) % 33.0- °36.7 -. % Showing ~he DTTQ .. (N~278) -. 27,.7 Habit at All RW3Wz .(N:74) .... 30.9 33 .I • 20.9 36.2 • 44,7 ~ 31.9 CONFIDENTIAL 33.5 22.4 29.0 24.6 15.3 14~2 Weeks 32.7 30.9 .25,9 ' .1.7.3 • " 12.2 APPENDIX TABLE D f People with a Mannerism Who Now More Frequent than Before • . ~.~':.'-".?."-: ",:1 .... ' EVS :"/ .?,~.DTTQ " =758) ".. (N=278) % • % Foot Tapplng' ".."::~i:: 6.4. ,,..:,: ...,. Finger Tapping ':.~;: 6 I.i.: . Twirl ing '.5.6 iggling :..;".: 3.5.:... Chewing • i~ing Twiddling Cracking 13.0 Pencil Foot a Match Lip .3i Thumb Knuckle 10.5 10.0 • 33.3-- -."~" ... .~.,.,..:.: ;,-: ~___...:-~ , 10.3 9.1 26.7- "": "l~" "' ., 4.4 10.7 :. 40.0..::.:,...•.~,%.. ; 5.8 24.0 50.0 .......... .'t'¢ "" • . 5,6 . 9.~ ".:," 37.5 "'~:".'.l-i, " "'* " "' ' ' ", :':i":',..' ~- • • . ...,.?..:: ! I . .~ . . .. " .. .' • . . ." ,..::..t. :" '~':~ ::-I';.)'L,'; ..' -.. " " '.c.-'-~

0 0 =~ 0 0 r" ! 0 0 >,, 0 ~:~ ;° >~ r