Tobacco Documents Online

PNILIP MORRIS INCDRPOIRATE'D Jr' Q r J~ - ' INTER-OFFIC'E CQRRES'P'O1NDENCE From: IOO,Park Avenue, New York, N.Y. 110017 ' RICHMObID RESEARCH CENTER' Date:' July 15, 1966 Subject: • More Puffs With 100 mm Cigarettes We had 57 women in the POL panel, smoke 85 mm and 100 mm cigarettes on alternate days counting their puffs. The plan was as follows: Day 1 2'8' smoke. 85 mm, Day 2' 28' smoke 100 umi, 2'9 smoke. 100 mm 2'9 smoke 85 mm The following increase.in puffs were recorded'for this test: 8 women averaged 0 more puffs 1 woman averaged I more puff 10 women averaged 2 more puffs 16 women averaged 3 more puffs 4 women averaged 4 more puffs . 9 women averaged 5 more puffs 5 women averaged 6 more puffs 3 women averaged 7 more puffs 1 woman averaged 8 more puffs - You!will note that 18'women or 32'% averaged five or more puffs per cigarette. It must be pointed out that in doing,this test we had the panelists count their own number of puffs so they recognized'that we were = interested in obtaining,a puff number and could guess that we were - interested in how many more puffs they were obtaining with the longer ~- cigarette. On the other hand,,they were allowed to smoke'in a re- laxed,: laxed„ living room situation and to engage in group.conversation while smoking. =- I~ submn.t, finally, the thought that with the ad calling his atten- tion tion to puff counting, the cigarette purchaser consciousl counting- puffs will arrive at a higher increase in puff count t an e mightt experience otherwise. H[d/e1 CC: Messrs. P. Smbth, E. J. T. Flanagan E. Kaufman J'. Gaynor