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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