Project Plus/Minus
(Study of youth smoking for Imperial Tobacco Co.) Performed for Imperial Tobacco by Kwechansky Marketing Research Inc. Studied how people begin smoking, and found that "Serious Smoking starts in the 14-18 age range..."Performed for Imperial Tobacco by Kwechansky Marketing Research Inc. Studied how people begin smoking, and found that "Serious Smoking starts in the 14-18 age range..." and that "starters no longer disbelieve the dangers of smoking, but…assume these risks will not apply to them because they will not become addicted...Once addiction does take place, it becomes necessary for the smoker to make peace with the accepted hazards. This is done with a wide range of rationalizations.”