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0 6 f .. .To : FroT: Subj ect: . ,. 6 mm 19 mm Harshness Taste Intensity 32 mm > , 45 mmi C.P. W C.P. W C.P. W C.P. 4.17 3.46 4.46 3.33 4.58 3.87 .5.00 3.79 .84 1.02 1.016 .65 .83 .67 1.01 ::.94 ; 2.75 5.05 2.75 3.17 <.0'2 <.001 <.02 , <.01 , . . PHILIP MORRIS U. S. A. INTER-OFFICE CORRESPONDENCE RICHiMOND, YIRGIINIA Dr. R. B. Seligman W. L. Dunn, Jr. and B. Guffey C.P. H'arshiness and Taste Level Evaluations Using the same methodology as outliined in the previous memo on the same subject (July 7, 1970), further testing of the "CP B21 paper"'cig,arette has been completed.-The results' are herein tabu!1!ated. The table entries represent mean values .on 11-point jud~gmental scalies for both harshness and taste levels for six descriptive panelists with replication-for aa total of 12 judgments per cell. Column headi!ngs indicate the length of rod burned prior to presentation for a judgment. • ~' The signifiicance of the differences between pairs of means was testedi with a "t" test formula for paired scale ratings (df=11l in all cases). The Wiinston cigarette (W) was used as a contro; ~ Meani 4.33 3.63' 4.67 3'.71 4.71 Stanidard! Deviation, .98 1.03 1.15 .59 2.48 3.62 p. <.05 <.0i1 It is apparent that the subjective differences in both harshness and taste level are real between the Wlinston and the C.P. at all four points along the rod.

A more relevant q,uestion,'however,'is whether or not change occurs in these measures from the first quarter to the last quarter of the consumable rodifor each cigarette. We reasoned that if discerni'ble change is occurring there shoul'd be a f~ significant difference between the means obtained for the first quarter and the means obtained for the last quarter of the: 4; -N cigarette iniquiestion. Mean First Quarter Mean Last Quarter Difference Between Means 11til p. One can conclude that harshness and taste level increases from the first to the last quarter are subjectivelly discernible in the Winston. There is no evidence that these chaniges are discernible in the C.P. cigarette. NOTE: Taste level is defined as the intensity of the taste senisation. It is a property to be distinguished from flavor. Taste intensity does not connote an hedonic evalluation as does flavor. / jihi cc: H. Wakeham R. Thomson R. Saleeby J. Osmalov R. Tamol

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