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1981 Segmentation Study Findings On Social Acceptability of Smoking Background The 1981 Segmentation Study included a number of questions about the social acceptability of smoking. These questions related to two sides of the social acceptability issue: ~ • Annoyance to non-smokers • Smoker image -0' The annoyance questions asked how strongly respondents agreed that smoking causes: v , rr.}~_~ r { ~., 1,.x: ~ • Bad breath L-1 L ~ • Bother t~~ non-smokers The smoker image questions smokers appear -to be: ~ I ~- - An ~ La • Unpleasant aroma in room • Clothes and hair smell • Messy, dirty ashtrays asked whether respondents agreed that • More sophisticated • "Cooler" • More attractive to • Weak willed • More mature ,n cV m,,~ .~A c , and stylish opposite sex • Attached to "a negative habit" • Unintelligent (for smoking) • (Men look) more rugged • (Women 1Pok) less feminine ~~ ~ ~ overview of key findiings regarding these questions is provided below along with implications for further research on social acceptability. Detailed findings on each question are provided in a separate attachment. Overview of Key Findings 1. The overall environment of smoking is quite hostile for a smoker. Smokers perceive clear social and imagery negatives associated with smoking: • They believe smoking to be a dirty, smelly (ashtrays, hair,-etc.) practice which is highly bothersome to non-smokers. • The image they have of themselves is very negative. They see themselves as being weak-willed and having a v

"negative habit." Few of them see smoking as making them look "cooler," more mature, sophisticated or attractive to the opposite sex. 2. Attitudes toward smoking seem to be formed among men at a relatively early age. Attitudes of male smokers in different age groups reflect the different environments of smoking when these men were young: • Younger adult (18-24) males, who grew up during the TV broadcast ban were not exposed to much smoker advertising imagery, and consequently, do not tend to hold many positive images of smoking ("sophisticated," "attractive," etc.). • Young adult (24-35) males, who were exposed to TV cigarette advertising tend to agree that smoking looks "rugged," "mature" and "sophisticated." • Older males (50+), who grew up before the cigarette health controversy tend to agree with many of the older, favorable images of smoking (e.g., "attractive to the opposite sex") and are less likely to agree that smoking bothers others. 3. Smoker imagery does not appear to be as important to women as it is to men. While younger adult (18-24) women agree that smoking is "sophisticated," few women over 25 agree that smoking makes one look sophisticated, mature, cool or attractive. A separate, recent analysis of the Segmentation Study data found that women smoke less for external reasons (e.g., look sophisticated) and more for internal "mood alteration" reasons (help concentrate, help relax, etc.). 4. Smokers hold attitudes toward smoking that fit with their lifestyles: • Upscale smokers, perhaps due to a greater stress in their lifestyles on etiquette and "considerate" behavior, are more likely to agree that smoke bothers others, causes rooms to smell, etc... • Downscale smokers, with their greater emphasis on "macho" behavior and appearance are more likely to agree that smoking looks "rugged," "cool" and "attractive to opposite sex." • Smokers who hold "New Values" that emphasize romantic, exciting experiences, attractiveness to the opposite sex and trendy clothes see smoking in a way that fits with these values: as something that is "cool," sophisticated and attractive.

Implications For Further Research These findings suggest that further research on social acceptability investigate the following issues: 1. 2. Reason: Information sources such as anti-smoking advertising, news articles and TV shows influence younger adults' attitudes toward smoking, particularly those of younger adult males. 3. Learn more about women's "internal" reasons for smoking and how they relate to social acceptability. ` Reason: Since women smoke for internal, mood-related reasons (help relax, help concentrate, etc.), they may be less susceptible to anti-smoking social pressures than men (who smoke for social image reasons). 4. Identify which lifestyle factors most influence attitudes toward social acceptability. Reason: Lifestyle appears to be an important determinant of attitudes toward social acceptability. j Identify other attitudes and images regarding social. acceptability of smoking. V Reason: The general negative attitude toward smoking is probably expressed in many additional perceptions and images of smoking beyond those that were measured in the Segmentation Study. Identify and learn more about sources of attitudes toward smoking.