Product Design
Cigarette Smoking, Health, and Dissonance (Project Libra)
Abstract
Outlines Project Libra's survey research methods to study psychological differences among smokers, people who have never smoked, and ex-smokers' attitudes regarding smoking and health. Describes questionnaires and defines sample size. Results of data analyses will be presented in future reports.
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, Sydney James "Jim", Dr. (BATCo R&D Research Director, Southampton)
Senior Scientist for the Research and Development Dept. at British-American Tobacco Co. Ltd. in 1975. Deceased as of 1994 (G. Bell LT Waxman 5/16/94). Head of BAT research for 19 years and a member of the board of directors of BAT (Source 3/24/94). Green received a copy of Project Wheat--Part 1 dated 7/1/75 and Project Wheat--Part 2 dated 183076 (Project Wheat 1&2).- 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). - Felton, David Geoff Dr. (Sr. Scientist for BATCo R&D '75-76)
- Hypothesis
- Women TargetingCigarettes designed to target women
- Behavior Targeting
Cigarette's effect of enhancing/mitigating specific behaviors- Health effects
Design changes which have measurably altered health effects of cigarette smoke, both for smokers and nonsmokers.- Measuring human smoking behavior
Measuring the effects of changes in human smoking behavior on intake of nicotine and smoke constituents.- Smoking psychology and behavior
- Behavior Targeting
- Keyword
- Behavior targeting
- Benefits of Smoking
- Physiological effects
- Psychological effects (Experimental psychology)
Perception patterns, inhalation patterns, and effect on delivery- Satisfaction
- Sensory response
- Smoker behavior (Human smoking behavior)
Puff parameters, daily intake, etc.- Smoking and Health
- Total particulate matter (TPM or Tar)
- Benefits of Smoking
- Smoke Constituent
- Nicotine
- Total particulate matter
- Operation/Project
- Project Aquarius (De-nicotinized cigarette)Philip Morris plan to produce and market a de-nicotinized cigarette (1989)
- Project Libra
- Named Organization
- England, Gross and Associates Ltd.
- Group Research and Development Center (Research center for BATco in Southampton, England)
- Subject
- Behavioral Effects (Effects)
- health effects
- Test/Smoking Behavior (Testing)
- health effects
Document Images
and n~vQr-smoker~ can slmilarly b~ ~xp~cted to p~oviRe farther insights
~nt~ broad health perc~pt~an and it~ ~ffect i~ determining behavi~ur.
IndiVidual Differences
It is ~o b~ expected that an indlvidu~IIs att~tud~ and ~ehavlour
regardln~ h~ o~ health w~ll ~e r~flect~d ~n varicu~ indices o~
individual difference. For example, the d~mension cf locus of control
r~cognis~ that some people h~e a~ internal io~ o~ ~ontrol (i.e. they
p~rceiv¢ th~m~ive~ as h~ving co~i~rabl~ influence in determining th~
course of their lives), while others are more ~xternally (~,~. fatali~ti~ally)
controlled. ~e~o~s with an internal Io~u~ of control are le~s likely
~o ~ cig~rett~ smokers~ people ,~ith ~ external l~eus of Control ~ho in
£aet ~moke ar~ l~ss llk~l~ to q~it than tho~ ~ith a.n inter~l lo~us of
~ontro~ 4
Th~ ~i~i~g that ~mok~rs ar~, On average, l~o~e e~ra~erted than
non-smoker~ is well e~L~bli~h~d (~) aud Lh~r~ i~ ~u~ ~od ~vid~u~e
h~v~ ~ome power ~ predicting ch~g~ ~n ~okin~ ~h~vi~u~, ~itk s~-~bl~
ext~averts among me~ being ~ost likely ~o stop smoking (6). More
generally~ £~ i~ to ~e e~pected that n~u~otlci~m i~ highly .~orrela~ed
~h introspective -=~ars about one'~ ~ell-belng ~ that th~ dimension
is li"~ely to ha~e some predic+.ive power in differentlatin~ consonant
~nd di~sona~ ~oke~s and e~-~mokers ~ithin the gener~l pcp~laLion.
~m~larly~ ~n~r~ measure~ of ~iety c~ b~ ~p~c~d ~o b~ o~ ~1~va~c~
in th~ r~gard.
Project LIBRA incorporates indices of locus of eontrc1~ ne~troh~elsm
~d a~le~y because these have bee~ shown ~o be r~l~ed ~c ~moki~g
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behaviDur and concern for health, and it is expected that they will be
of f~r~her use in the sub-~la~slfi~a~ion of attitudes which is in~Ld~d
here. Of less i~med~tely apparent utility are thr~e further indi~s which
have been included: of ego-strength, of social desirability, and of
authoritarianism.
Th~ Tbomas-Zande~ ego-strength scale (7] was developed oziginally
to measure ego-~trength as it ~elated to su~eeptihillty to group pressure.
Ego-strength is concept~allzed in two parts. First is a personWs
ability to ~e self-directing and to translate i~teRtions consistently
into bebaviour (i,e. executive ability), gecong~ is the aLgllty ~o
control az~d discharge tension ~lthout disrupting other p~yehologleal
processes (i.e. tension ton=iol). The s=ale has been found to have
reasonably goDd test-retest [eliabilit~ aug s~tisf~ory convergent
and predictive validity (8). The scale ha~ no~ bean widely distributed
bena*ise there ~s sema noncern abos£ social des~rabi~ ~ty e~fOll~d~g.
~owever~ the iRcorporatio~ iK tkis research o~ £~rther items to ~es£
~hls possible feature should pcovlde sufficient ~[le~k on L]t~ vuraciL),
of ~he ago-streng~h respomses ~iva~. The pote~£ial rela£1omshlps
between ego-strength and both quitglng behavieur a~d the manageme~g
of dlsson~%ee are readily apparent.
Th~ tendency for some q~estlonnaire respendents to ~fake good"
is well known. ~t ssems pa~tlc~larly importar~ in ~he pres~n~ s~udy
to attempt to measure and control any such tendency, for both intrinsic
and e~trinsi~ reasons, l~rinsically~ some check oR Khe KruEhfulness
of r~spons~s is requlre~, particularly in relation to the other
&:
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psyehographlc data. Extrinsically, the actual prevaleuee of "faking good~'
within and between the "~arlous smoking/non-~moking sectors is itself of
interest and of direct relevance Lo Lhe medea o~ conflict ~e~olutio~ under
investigaLiuu.
The final dlmenolo~ of psychological differcn~ to b~ studied is
a~thoritarlan£sm. The authors o£ Lh~ orlgi~al F-scale (9) eoneelved ef
the author!taria~ personality as Comprising ~i~e varifies : ~o~ventie~alis~,
de~t~u~tiv~e~s~ eynlclsm, projectlvity, an~ sex. Of the several £orm~
of the F-scale now available only the four-item que~tlonna~re (I0) is
appropriate ~or the present purposes. Authorita~ianis~ is included i~ th~
~resenL ~udy 5euause it is b~llev~d ~ have sofia ~o~e~ial valu~ i~
~i~f~rentiatin~ the populatio~ ~ub-group~ of in~r~s~ and ca~ be expected •
to eo-~ary with so~e of the other dimen~[en~ being measured. Of particular
~nte~est a-~e the relationships he~ween denial of authority and ~u~horinaria*nlsm
a~d between g~neral attitudes ~o h~al~h and autho~i~arlani~m.
Covert [~ie~t~o~ o~ C~neern for Uealth
It is an assumption implicit in our general thesis re~arding smoki~
a~d disso~nc~ thai a~t~al ~nc~rn for heal~h a~d =_xpressed Conc~r~ for
heal~h ar~ not~ for some smok~r~ p~rfe~tly correlated. At high a~t~al
lev~Is~ exp~esslo~s ~ c~nce~ may be sup~e~se~ to ~ive ~ dlstorte~
picture of the individual's real a~ti~ude. Thi~ hypothesized relationshi~
is prese~ed sch~maL~a~ly belu~°
hi
Expressed ~on~errl
for health
lo
~ct~l~] c otlc e rn
Io hi
for health
Tt wottTd meem +mpnrtant to e+tshliBh s "tr~e" ~as~rl of eonce~l%
for health for two r+as0ns+ Firstly, and of implicit value to the
present projectj the amount of ~ismaEch ~eEween expressed add acKu~l
health conce~ i8 a me.sure of a~tealpted ~onfllct resolution, Secondly.
s~ of w~r eve~tt1~1 8ppl~estlon, ~y measure ~hich ~s found to correlate
highly with true health concerti but ~hich did not rely on explicit
reference to h~al£h would ~e of potential value in deEermining ~he
level and dlstri~tiom of ~ealth eone~rn in mar~e~s where direg~ mathod~
are considered ~napproprlate or inopportune.
With any questionnaire, the validity of Khe data obtained depends
upo~ the ability a~d readiness of the respondents to answer the questions
as accurately and honestly as possible. The results of a recent study
to assess the present level of public kn0wled~e concerning the relationship
heEween the harmful effects of smo~iRg and health (II) support =he
suggestlo~ that s~ok~rs ~ey d~liberat¢ly deny to others, and possibly
to themselves, a eomnee~on ~et~ee~ smok~ ~ as~n~{Ated diseases. It
could be argued that smoker~ a~e at least as well informed as non-smokers
about 5he possible heal~ daugers of s~i~ki*ig. Iitdeed~ ~moke~s are as
likely as anyone else to k~ow of ~he assoc~atlo~ 5et~een s~oklng rand
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some diseasess and an'/ apparent discrepancy ~etwee~ the level of knowledge
found in smokers and ~ smokers may not simply be a rcflectiot~ of how
well informed ~ith~r group de. Th~ proh~hdlity has to be considered
that smokers are more ready to deny the validity of the evidence, or to
COnSCiously suppress their ~wareness Df overt propag~.~da.
CuLtv~r~ely, it ha~ to b~ allowed that no,t-smokers, especially
ex-emokere a~e probably more pre?ared to attribute harmful effeet~ to
cigarette smcklng, and this nay serve to it.crease any observed difference
in knowledge between zhe various groups.
Insofar a~ che information to be collected in order to a~swer the
other queetiang po~ed for thio r~earch i~ of relevanee~ the opportunity
wln b~ take~ to invegtigate the f~asibility of develop;~g ~ covert dr~dex
of health concern. It is to be expected, however, Lhat additi0nal re~earch
beyond the scope of the pre~ent study will be required in thds conneetlon.
Addit[onaI it.formation to he Collected
In addit~o~ to the questdons relaUlng to general health and
psychographics described above, which all reepondengs answer, smokers
~nd e~-smokers have beclx pre~entcd with question0 concerning their smoking
(or prevlou~ s~oklng) behaviour and mot~vatdon. ~n th~s way ~nfor~tloa
OR co~8umDti~~ brand choice~ and s~itehin~ will be obtained to~ether
with ~easu~e~enL~ of fu~dameltg~i dim~£tsio~s Of ~loklng m~iva~iol%.
I~ i~ acknowledged that resporlgeg abo~t pr~vlouo ~e~viour ~I~
motivatlon elicited from ex-&mokers of long s~anding are at the mercy of
potentially inaccurate recall. In is aevertheless ~mportant to attempt ~D
~o collect such retrospective information both for adeq~at~ description
of th~ ~x-~moker an6 to compare recant and Stable quitters.
g
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RESEARCH ~THOD
The $~mpl~
~h~ target sample s£~c for th~ study is 2,000 re~pQnd~nts. B~sed
upon data from Op~rnt~on Aq~ariu~ (~p.cl±.) th~s ~n ha e~ected to
yield three majer sub-groups, as ~oll~s:
740 (37~) current ¢~re~te ~ker~
52G (26~) ex-c£~ar~t~ ~moke~
7~0 (37X) ~he ~ave never smoked manufactured clgare~tes.
'lhe quota controls have been Se~thi~ each of ~he'se sub-sampl~s
pr~portiun~e ~o ~he dcm~sraphic profile of ~ach ~£ ~h~se ~roups, a~ai~
5asc~ on Opcr~io~ Aquarlus ~ta. The q~ta~ s~t for smokers ~crez
Sex
Age: I~-2~ years
• 25-4~ years
A5-75 ye~
Class: A. ~, C1
CZ
D, E
Th~ ~uotas ~or never-~mokers an~ e~-smo~ers ~ere ~et ~n men and w~men
"by a~e (three ~roups) ~ith overall class controls (three ~roups). The
detailed quuta ±nfu~t~ua £~ ~e~ in Table I.
For re~o~ wh~ci~ll 5~come clea~, the le~h o~ ~n~ervi~w varle~
W
by s~h-grou~ b~t respondents who q~ali~y for ~he lon~er interview (~mokers
and ex-smokers) received a sm&ll ince~ive payment for ~heir co-operation.
Th~ 2~o00 interviews were conducted i~ 100 sampl~n~ po~nt~ spread
~hrou~hou~ ~e ~oun~ry ~n~ selecte~ On ~ repre~ent~tlve B~i~ proportionate
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to the population. Each interviewer conducted one pilot interview before
s tar ~ing flald~ork.
England, ~ro~e and Asso~iat~ Ltd. w~ra co~i~sloned by GK&DC
to undertake the fieldwork and tcp-li~e analyses. Subsequent analysis
will be undertaken by GI~&DC using an appropria~e da~a manag~nen~ syszem.
TABLE I
QUOTA IN~O~TICN
Total
gee
}[ale
Female
16-24
25-44
Class
A,B,CI
C2
D~E
Current
Manufactured
Cigare==e Smokers
740 52O
Male Female
(%) (Z) (%)
4g
65 35
52
I$ 7 7
38 26 34
47 67 59
29 4]
38 34
33 25
Ex-ManufaaLured Never Smoked
Cigarette Manufae=ured
Smokers I Cigarettes J
740
Male Femals
(Z) (%)
36 64
27 18
38 ~i
35 51
42
32
26
0_
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Tile Qu~ti~im~[r~
D=taile~ design =£ the LIB~ questionnaire b~gan ~n 0ctobar, 1978.
Through discussions w~th England, Grosse and Associates Ltd., evolution
of the questionnaire was direcued towards a~hievi~g tn~ most comprehensive
d~t~ b~e from which to answer the major questlen~. In it~ flna] form,
i~ w~ e~rpect~d that ~mokQ=~ an~ ~x-smoker~ wo~id b~ involved ~th tha
~n~rvlewer for up to 90 n~u~s ~d naver-~mok~r~ ~o~ ~5~n~e~.
The questionnaire is presen~e~ i~ such a way that res~o~ce~ts are
u~aware at th~ ou~c that t~ ~j~r i~s~ i~ i~ ~e~i~g aL~ he~l~h.
Thus th~ p~cnographlc ~t~ and r~s~on~e~ t~ ~ner~] health ~tem~ ~re
recorded first a~d before questions relatln~ to smokln~ behav~our and
motivation, Depending upon ~heth~r ~he re~ponden~ ~ ~ cu~ren~ cigare~
~ok~ ~ cx-~mo~c~p or ~ ~cv~r-~okcr~ th~ ro~tc ~hrough t~c r~m~l~d~r
of the qu~t~n~re ~s deter~e~. Tbu~, th~ ~equence of d~ta b]ock~
~f~er the ~reliminary classificatory information is as sho~n in Table 2,
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~ABLE 2
STEUCTURE OF THE QI~SSTION~IAIP~E
P SYCIIDGRAPIIIC8
CENERAL HEALTH
f
SMOKERS
I
SMOKINC ]
B~I~VIOUR
SMOKLNG
gHOKINC & ]
ATTITUDES • 1 • •
1
NEVER- SHOEERS EX-SMOEERS
PP, EVIO~/S
5NOKING
BEIi~VIOUR
1
1 1
EX-SHOKING
& HEALTH
ATTITUDES
I
SpIOKING AND ~ALTH ATTITUDES
Ps[¢hographle~
Tke ~ea~ons for salecting the particular indices used here have been
d~scussp~ earli~r. It will h~ recalled that m~asures of the follow~ng
dimensions were included:
locus of control (4 items)
Anxlety (4 items)
g11thoritarlanlsm (4 ~tems)
Ego-strength (7 items)
Burial desirability (6 item~)
~emro~iclsm (6 item~)
Responde~Lts self-completed all these scales whleh for leeus of control,
anKiety~ anthoritarlanism a~d ego-strength required mR iRdicatlon of
agreemen~/dlsagreem~nt ~3in8 ~he following scale;
Agree A~ree NeltherAgree
DisagrQe
StroL*gly ~or Disagre~
DisaEree StruL~gly
For social ge~iragillty a~d ~eur~ti~is~ a Simple flyer" Or "~o"
response is indicated.
The items selezted for the locus of control measure were taken from
Kotter'$ [nternei-External Locus of Control Scale (12); ~kose for ~he
anxiety measi~re came from the Tay]oz-Spe,~ Mani~est Anxiety Scale (13);
~or the authoritarisnism measure Lane's Four-item ;-scale (i0) was adopted.
and ~go strength is indicated by responses to ~h~ 7 Guttman scal~ iL~m~
eontalncd in the Thomas-Za~£er Ego Strength Scale (7).
The s~x items mea~urlng social ~e~lra~llty ger{ve from the Eyse~ck
Personality Inventory (14) and those relating to neuro~icism were taken
from Eysen~k (15).
