Product Design
A Qualitative Study on the Perceived Benefits and Disadvantages of Smoking (Project Virgo)
Abstract
Study investigates why people smoke and the perceived benefits and disadvantages. Identifies ten broad reasons for smoking and formulates a new survey. States the negative health effects are the primary disadvantage of smoking, while cost and social pressures are secondary concerns of smokers.
User-Contributed Notes
Fields
- Author
- Oldman, Martin (INFOTAB Assistant Secretary General)1989
- Recipient
- de Siqueira, C.J.P. (Scientist at BAT 1975-76)Scientist at British-American Tobacco Co. Ltd.(?)in 1975-76.
- Felton, David Geoff Dr. (Sr. Scientist for BATCo R&D '75-76)Dr. Felton was senior scientist for the Research and Development Dept of British-American Tobacco Co. Ltd. from 1975 to 1976. Felton received a copy of "Project Wheat--Part 1" dated 7/10/75 and "Project Wheat--Part 2" dated 1/30/76 (Project Wheat 1&2).
- Gibb, Robert "Rob" M. (ITC Attorney in Montreal CA)Robert M. Gibb, Esq. was an attorney for Imperial Tobacco, LTD in Montreal, Canada, circa 1973-81
- Green, Stephen J. (BATCo Researcher)
- Hughes, Ivor Wallace, Dr. (CEO Brown & Williamson, TI Executive Committee)Ivor Wallace Hughes was The Chief Executive Officer of Brown & Williamson Tobacco Company in 1983, also served on the Tobacco Institute Executive Committee in 1983 and was CTR Director 1/28/83.
- Kruszynski, A.J. (BAT Attorney c. 1975-76)Kruszynski was a attorney for the British-American Tobacco Co. Ltd. in 1975-76. A.J. Kruszynski, Esq., received a copy of Project Wheat-Part 1 dated 7/10/75 and Project Wheat-Part 2 dated 1/30/76 (Project Wheat 1&2).
- Nicholls, R.G., Esq. (BAT Attorney 1975-76)Nicholls was a attorney for British-American Tobacco Co. Ltd. in 1975-76. R. G. Nicholls, Esq. received copy of "Project Wheat-Part 1 dated 7/10/75 and Project Wheat-Part 2 dated 1/30/76 (Project Wheat 1&2).
- Rittershaus, E.
- Sanford, Robert A. (BW RD&E VP, Research Director)
- Seehofer, F. (BATCo Scientist, Germany, c. 1975)
- Wade, R. S. (BW R&D Director)R. S. Wade is a former Research & Development director for Brown & Williamson Tobacco Corporation. Wade is deceased as of 1994 (G. Bell LT Waxman 5/16/94). Attorney for British-American Tobacco Co. Ltd. (1975-76); "R. S. Wade, Esq." received copy of "Project Wheat--Part 1" dated 7/10/75 and "Project Wheat--Part 2" dated 1/30/76 (Project Wheat 1&2).
- Hypothesis
- Women TargetingCigarettes designed to target women
- Behavior TargetingCigarette's effect of enhancing/mitigating specific behaviors
- Health effectsDesign changes which have measurably altered health effects of cigarette smoke, both for smokers and nonsmokers.
- Measuring human smoking behaviorMeasuring the effects of changes in human smoking behavior on intake of nicotine and smoke constituents.
- Perceptions of ETSDesign changes to reduce perception of environmental tobacco smoke among smokers and nonsmokers in response to public concerns about the dangers of ETS.
- Smoking psychology and behavior
- Keyword
- Addiction (Dependence)
- Behavioral effects (Behavioral pharmacology)Addiction behavior, withdrawal, and measured nicotine effects
- Benefits of Smoking
- Daily intake
- Environmental Tobacco Smoke ETS
- Flavor/ Taste (Attribute measure)
- Human testing
- Inhalation (Smoke inhalation)
- Inner need
- lung cancer
- Mood
- Physiological effects
- Psychological effects (Experimental psychology)Perception patterns, inhalation patterns, and effect on delivery
- Reward for effort
- Secondhand Smoke (Sidestream smoke, SS)
- Self-administration
- Sensory response
- Smoker behavior (Human smoking behavior)Puff parameters, daily intake, etc.
- Smoking and Health
- Smoking dynamics
- Social psychologyCoping/stress management, image, and personality
- stress
- Total particulate matter (TPM or Tar)
- Smoke Constituent
- Total particulate matter
- Operation/Project
- Project Aquarius (De-nicotinized cigarette)Philip Morris plan to produce and market a de-nicotinized cigarette (1989)
- Project LIBRA
- Project VIRGO
- Named Organization
- Group Research and Development Center (Research center for BATco in Southampton, England)
- *British American Tobacco Company Limited BAT (See British-American Tobacco Co.)Defense
- Subject
- Effects—Smoking Behavior (Effects)
- health effects
- secondhand smoke/health effects
- Secondhand Smoke/Perception
- Test/Consumer Preference (Testing)
- Brand
- Benson & Hedges King Size Filter Hard Pack
- CADETS
- CAPSTAN
- Embassy Extra Mild
- Embassy No. 1 Extra Mild
- Embassy No. 1 K.S.
- EMBASSY REGAL
- Embassy Tipped
- John Player Carlton L.S.
- John Player K.S. Extra Mild
- Marlboro (PM)
- PARK DRIVE
- Peter Stuyvesant King Size Filter
- PICCADILLY
- Players No. 6
- SENIOR SERVICE
- SILK CUT
- SILK CUT KING SIZE
- Silk Cut No. 3
- STATE EXPRESS 555
- WOODBINE
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& qUALXT~VE STUDY OH THE PERCEIVED
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RKPOR~ NO. RD. 1668 RESTRICTED
18.4.1979
AUTHOR: M. Oldman
ISSUED BY: D.J. Wood
PROG. I~F. 13.O2.04
DISTRIZUTION:
Dr. S,J. Creen
Dr, I,W, Hug, s
Dr, LA. Sanford
LM. Gibb. Esq.
R.S. Made, Esq.
K.C. NichoLls, Esq.
Herr E. gLttersksus
Dr. F. Seehofer
Mr. A.J. gruszynski
De. C.J.P. de Sique£ra
Dr. D.C. FalCon
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Group Research & Development Centre,
Bricish-Amerlcau Tobacco Co. Ltd.,
~O0"Fa~TON.
18thApril 1979.
A ,qUALITATIVE STUDY ON TBE PERCEIVED BENEFITS AND
DISADVAIfr_AGES OF SHOKIIIG (PROJECT VIRGO)
(Report No. RD.1668 Restricted)
SU~4ARYANDCOHCLUSIONS
A series of mll group discussions was held during which individuals'
reasons for smoking were elicited. The objectives of the research were
(i) to investigate contemporary views about smoking in terns of motivation
and perceived disadvantages and (ii) to use this information to derive
appropriate items for a questionnaire on the motivation to smoke.
Analysis o£ the qualitative data revealed ten broad categories of
reasons cited: enjoyment of smokin8 when relaxing, smoking in order to
become more relaxed, smoking when bored, smokin8 as a reward for completing
a task, smoking in order to create a break between tasks, smoking in a
social situation, smoking whilst working, smoking to inhibit hunger,
moking as a private indulgence and smoking as a comforter.
Based upon a content analysis of the interviews, itmns for the new
questionnaire were determined. These are compared and contrasted wlth
those of Kc¥~nnell.
Effects on health were perceived by the majority o£ participants
to be the principal disadvantage of smoking in respect of both short-term
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(e.g. breathlessness after exertion) and long-term e£fects (e.g. chronic
lung disease). The financial cost of smoking was seen as a secondary
but not particularly influential disadvantage. All respondents perceived
the social pressures 88ainst smokLnK andmostvould not smoke amongst
people who objected to their s:oking.
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IHTRDDUCTIOH
Understanding the reasons vhy people smoke has been a topic for
reseacch within and vithout the tobacco industry for some considerable
time. To date, no comprehensive answers have been derived althoush it
is now recoKnised that there is no sinsle cause which can be attributed
to avery individual. One avenue of research which has attracted attention
is the development of smokln8 typolosies; that is, determinln$ the broad
classes of smoking motivaclon in order to classify smokers according to
their responses to questionnaires.
Ferhaps the two most quoted examples o£ smokln8 typologies are
those due to ~nnell-Thomas (1) and Horn-Tomkins (2). The Mc~ennell
and Thomas theory was developed in 1964 £zom a new line of investigation
usin8 the technique of factor analysis to Stoup or classify smokers
accotdlnK to the occasions on which they smoke. Their model distinsuishes
two broad ~coup8 o£ factors, relatin8 respective1y to personal and social
needs.
Tomklns also presented a theoretical rationale for differentiating
types of smokin8 which is baaed upon his theory of affect in which four
types of muokin8 are delineated. To these motives Horn subsequently
added a £urther ~ and developed a set of questions aimed at dlstinsuishing
which of these motives underlie an individual's smoking behaviour.
One o£ the most inYluantlal works on smoklnK motivation in recent
years has bean that due to McKennell (3). This research, commissioned
by the Tobacco Kesearch Council, further validated McKennell's system
for classifying smokers based upon the occasions on which they smoked.
From the results, an underlying dimension of Inner Need was identified,
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