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CONFIDENTIAL STRATEGIC RESEARCH REPORT ANALYSIS OF SMOKER AND NONSMOKER DIFFERENCES By Richard C. Nordine PUBLISHED BY THE MARKETING DEVELOPMENT DEPARTMENT R.J, REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N.C. 27102 RJRT Form 7368 - 10/81

ANALYSIS OF SMOKER AND NONSMOKER DIFFERENCES BACKGROUND Research has shown that there are many differences between smokers and nonsmokers and some of these differences are large. For example, on products included in the Simmons Study, cigarette smokers had a lower level of education (on the average) than any other product category. By comparison, beer and alcohol are upscale. While the ciga'rette market is extreme in terms of its educational attainment, it does not consist of ignorant consumers. Although they are less likely to go to college and their academic performance is lower, several studies have indicated that there is no meaningful difference in their IQ's. The downscale nature of smokers reflects their attitudes and choices more than their abilities. In short, it is not the educational status of smokers that makes them extreme. They are extreme in terms of the attitudes, values, and lifestyles they choose to live by. They do not aspire to the same goals as the general population and have different views in terms of how they see themselves in relation to their environment. Several recent studies have described smoker and nonsmoker characteristics. Examples include the Less Educated Smoker Study, Younger Adult Smoker Analysis and the .Marketing Influences Presentation. In addition, hundreds of studies that were commissioned by anti-smoking groups have been published. Anti-

smoking studies usually cast the smoker in a negative stereo-type. Therefore these results must be re-thought from a more positive viewpoint. This report attempts to provide an integrated understanding of the smoker encompassing both demographics and mind-sets. It interprets results from the viewpoint of the cigarette marketer by identifying the positive characteris- tics of smokers. In addition, the report provides a stereo-type of the nonsmoker mind-set. This will enable RJR to clearly understand what a smoker mind-set is as well as what it is not. OVERVIEW A list of all smoker versus nonsmoker differences would be very large. In addition to their downscale nature, they also date earlier and more frequently, and are more likely to experience marital problems, drink alcohol, be in car accidents and eat spicier foods. Certainly, there is no cause and effect relationship between these activities and smoking. They are all cues and symbols of the mind-set that leads consumers to adopt these products and activities. These lifestyle and mind-set differences are most apparent among younger adults but are also evident among older smokers. YOUNGER ADULT SMOKERS Studies describe younger adult smokers as being rebellious against authority, __j having poor relationships with their parents and as susceptible to the a r -2-

influences of their peer group. Stated this way, it implies that smokers are maladjusted and that they will eventually out-grow these characteristics. This does not seem to be the case. These che,racteristics of younger adult smokers can be more objectively described as follows. Younger adult smokers tend to set and pursue goals and activities which the authorities in their life disapprove of. Conversely, the nonsmoker is more likely to settle on goals and activities that are approved of by authorities. In the FUBYAS study, smokers were characterized by the "Rockers" while the nonsmoker stereo-type was the "Goody-Goody" or the "Prep". The "Rockers" tend to wear blue jeans/T-shirts, go to rock concerts, drive a used car/van, etc. while the Prep is more likely to wear "casual clothes", like top 40's music, and want a Volvo or BMW. Both groups conform in their behavior. The only difference is who they conform to. In light of conflicting interests between peer grou.p and authorities, smokers favor the peer group while nonsmokers consistently favor the authority. Another factor that differentiates younger adult smokers is impatience in their search for independence and adventure. They seek risks, adventure, and experiences earlier than nonsmokers. They date earlier and more frequently, are more likely to be involved in car accidents and drink alcoholic beverages before reaching the legal age. They change jobs more frequently. Their lifestyles are characterized by change and conflict which produces a higher level of excitement and stimulation, as well as stress and anxiety. Nonsmokers in comparison lead much quieter and more deliberate lifestyles.

OLDER SMOKERS Older smokers also possess many of the qualities of younger adult smokers. These are documented in many articles published about smokers. These differences are extremely consistent across all demographic groups, time, and •even country. The basic conclusions of recent studies are almost identical to those done in 1963 and smokers in the U.S., Canada, Germany and Australia all have remarkably similar mind-sets. One of the most meaningful studies was completed by Clark W. Heath in 1958. It described smoker versus nonsmoker differences among 252 college-educated males ages 33-37. Heath states that the smokers showed great energy, restlessness, a seeking of danger and a kind of independence which keeps them actively engaged in some enterprise which appeals to them. They tend to have difficulties with marriage, perhaps reflecting their independent natures. The nonsmokers, on the other hand, are steady, dependable and hard workers, with stable marriages and they aead rather quiet progressive lives. The following is a psychographic profile of the five heaviest smokers in Heath's study. It describes how the above ideas are relevant in their lifestyle:c. It also provides a contrast with five nonsmokers which were chosen randomly. This may help provide a feeling for the differences in lifestyless summarized above.

Hei=$mokers Case 1, A product of a poor family, with dominating critical parents, he had to work his way through college. He chose a dangerous branch of the armed service during the war, one for which he had admitted some fear, and fulfilled his duties well. Active physical work for a large firm which sets standards for employees but provides housing, pension, and lnsurance plans. Some marital difficulties. Sornewhat suspicious of others. Case 2. Hard-drlving and striving worker. Remarkable combat record during the war, including long periods of dangerous fighting and several wounds. Psycho- sonatlc symptoms on returning to civilian life. A stormy courtship, but even- tu,5lly a successful marriage and successful career. Aggressive worker In a highly conpetitive business field. Case 3. This man was cast off by a broken family at an early age to make his own way, Highly Intelligent, bitter, critical, he has met one setback after another, usjally of his own making. Difficulty flttlnq Into conventional soclal life; many laie affairs. Difficulty controlling drlnking. Has at last found a satisfactory ca-eer at which he works with almost desperate energy. Caae 4. A robust energetic headstrong fellow, who broke from his conservative family whiae In college, got Into brawls, performed Impulsive acts, and In general wa:; a problem to family and college. The psychiatrist called him an "Irregular an,i unsystematic boy." In his Junior year he had a "rearrangement of Ideas" and became a good student. He was a commander of a combat unit of 250 men during the wa-, Since then he has been an energetic advocate of social reforms and actively puts his Ideas Into effect. Moderate marriage difficulties. Case 5. In college described as a "good-looking, active, energetic, athletic bov," One of the few with tattoo marks. His mother said, "He gives birth to a new idea and falls In love with a new girl every day." During the war was a naval oFicer In combat. His work requires travel In foreign countries and considerable Initiative and physical activlty. Marriage resulted In divorce. Nonsmokers Case 1. Obtained perhaps the highest Army grades of the study. Public school and Middle West background. Parents both died when he was young, and he was raised by an older sister who gave him good security under the circumstances. He reacts qu~ckiy to threats but returns to normal quickly. Speciallzed noncombat duties during the war. His Intellectual qualities are recognized by business, In which he is Increasingly successfui. Devoted, careful, and Intellectual In all his af-falrs; has a broad grasp of events around him. Case 2. This young man came from a family with very modest means and high stnndards In the Middle West. He put himself through college on scholarships and by working. His field In physical science was chosen In youth and pursued without quostion to the present and In a very satisfactory manner. Not athletic, he had troubles In socializing when In school. He is a man of regular habits and devoted to his work, with rather limited Interests outside of this work. There have been a•Few minor psychosomatic episodes connected with Interpersonal relations at his Jot>. He has been shrewd In developing his career. He is comfortably married.

Caso 3. A brilliant young man from the Middle West who Is pursuing a scientific cereer, He has found It dlfflcult to locate himself In a suitable branch of his f1e"d of work. More then the usual number of Illnesses. A successful family man. Ceso 4. Tall, Impressive, and competent man of science from a home In the Mlddle Mes'r In which some of the patriarchal customs of Europe have been handed down. He has been thorough and systematic In planning. The highest grade of training In his fleld. Has had trouble deciding between basic research and applied science but at length has found a good compromise. Happily married and devoted to both his own and his wife's parents. A qulet leader. Caso 5. This young man came from an agricultural community In the Middle West, of upright and strict parents. Since childhood he showed evidence of completing every Job with great determination. Has "mental alertness in excess of cultural attoinments". Language officer during the wer, Steady promotion In his work, whlch Is a field of business. Happily marrled. Friendly, energetic, dependable. Heath goes on to say that nonsmokers, as a group, possess the more stable qualities of dependability and good direction of aims in life, although they are somewhat bland and uncommunicative. The group of smokers contains more men who are energetic, searching for aims and purposes. They are verbal, variable, and perhaps, although less stable, more interesting. Overall, smokers seem to experience more stimulation and more stress and tension because of the type of people they are. It is almost as though nonsmokers lead a life whose objective is to minimize stress and tension. They do this by being consistent with the structure in which they live. The defining characteristics of the smoker mind-set correspond to positive qualities associated with younger adult smokers -- independent, energetic, spontaneous, and individualistic. A major study conducted by Richard W. Coan and published in 1973 confirmed these findin¢s. Coan's study was done among 361 college students, male and female, and it involved major personality and attitudinal batteries. The key conclusions of this study were: -6-

• Smokers are more open. They show more tolerance, if not actual hunger, for variel ideas, emotional and perceptual effects, complexity, and perhaps even confusion. Nonsmokers have a greater need for control, order, and simplicity, and they apparently succeed in achieving greater order in their lives. • Nonsmokers attach greater importance to deliberate planned action, while smokexs favor spontaneity. • The srnoker seeks more varied stimulation and exposes himself to more varied stimu:'.ation, stress and confusion. Their ability to tolerate anxiety may be higher. • Smokers are more independent, aesthetically sensitive, prone to unusual perceptions and associations, open to theoretical ideas, aware of a need for involvement, prone to the experience of alienation and likely to manifest passive enjoyment of imagery (e.g., indulge in fantasy). • Smokers are more extroverted and, for the best measures of general intelligence, there are no differences between smokers and nonsmokers. • In a f,tory completion test, smokers were more likely to furnish a solution in which the central character mastered the situation, while nonsmokers were more likely to introduce a benign force that solved the problem. Heavy smokers tend to manifest to a still greater degree those characteristics that distinguish smokers from the rest of the general population. This means that marketing programs which key on characteristics of smokers (as opposed to

universal wants) will be particularly relevant to heavy users who are valuable customers in terms of volume. On the other hand, the evidence for personality sub-types within the smoking population (e.g., females) was less impressive than the differences observed between smokers and nonsmokers. Coan summarized by stating that the nonsmoker settles for a more restricted pattern of living and achieves more order and serenity. He is more certain of who he i:; and less aware of what he might be. The smoker suffers more but he is more likely to lead a full rich 'life. He participates in a more varied way. Many other studies conducted in the late 1970's and 1980's make similar conclusions. For example, the doctoral dissertation of C. A. Gonzalez in 1981 stated that smokers have expressive, adventurous, impulsive, carefree and tough-minded personalities. Ex-smokers appear to be sober, reflective, and cautious,. CURRENT :[NFORMATION Lastly, current in-house information regarding smoker and nonsmoker differences confirms these conclusions and amplifies on them somewhat. Yankelov:Lch and Simmons data support the existance of different mind-sets for smokers and nonsmokers irrespective of age and sex. The smoker is more "Rebellious Against Authority". The nonsmoker seeks the more conforming life of living within the bounds prescribed by those in power. If society defines that a person should behave in a certain way, then it is likely tlnat the nonsmoker will do so and the smoker will not. -8- ~~ . .....{-.wa!..R .~y.

• Nonsmokers embrace the Physical Fitness trend. Their activities include bicycling, hiking, racquetball, and golf. Smokers seek risk and adventure via hunting, fishing, motorcycling and car racing. • Smokers find the interesting "news" in the National Enquirer, True Story, and Soap Opera Digest. Nonsmokers prefer the more "reputable" Wall Street Journal, New York Times and Reader's Digest. • Nonsm3kers are more likely to attend church regularly and abstain from drinking and gambling. In several studies of laws to limit public smoking, it was discovered that individu3l rights were the most compelling arguments against the regulation. It did t'ne best job of motivating opposition to the law. The smoker is more likely to see himself as an individual, often times at odds with traditional society. Perhaps he is cast in the role of the underdog instead of the favorite. He is more likely to pursue what he wants to do rather than what others say that he should do. Smokers are also more "Tolerant of Chaos". Nonsmokers on the other hand desire structure and order in their lifestyles. Smokers experience more stress, tension and change simply because they desire stimulation. They change jobs more frequently, sleep fewer hours, go to discos and bars, and have higher divorce rates. Compared to smokers the nonsmoker lives a life which is planned, simple and orderly. Yankelovich data shows that smokers are distinguished from nonsmokers in the same ways that younger adults are different from older adults. Compared to

their..cou.nterparts, smokers have more lit2eral sex attitudes, believe-the individua.l should decide what is right and wrong, tend to ignore experts/ authorities, prefer spontaneity vs. order, etc. Virtually every difference that describes younger adults (vs. older) also describes smokers (vs. nonsmokers). These differences are listed below: SMOKER-NONSMOKER DIFFERENCES SMOKERS TEND TO RETAIN MORE OF A YOUNGER ADULT OUTLOOK THROLGHDLT LIFE. YANKELOYICH NET Pf'REEKENT 1979-93 • - i•otere •a. Ibe..oter• (1t+) IASC Q- le-2c vs. 1e• AVC. Lileral ie: I ~9 > 419 •20 Iadtv. Decldee n llght L Vroeg ~' > +10 41~ Itnore Lxperte I ~..1 -> i Authorities 49 tpoatenelty vs. Otder +9 •11 ( • ^ ' f . ( IiutMotlc fel( I ' > t7 • • telf-)ocueeed Relatsooehtp lleaaure &a Ooal laotaey Good Old Days vs. Today IFlalle C.r•erle. • 1h20 ; n ~ 49 •15 ~--•~- > oil 412 • •13 ) Q >0 •30 i T TS~-> ~ •1e The degree to which smokers are different from nonsmokers is nearly as large ab L ULLLa~wcc.aa .~t.IIC ., df FF...-......GLGIl~.G..O n l.e Vcr..,nnn 1 Q-7G y ear Mld -nnQlmere And t}le AVerage a[itfl t av a.-. --- and they differ along the same values. In other words, smokers are likely to retain the temperament of younger adults throughout their lives. ..10- .w., .1 .. .. .~ . ...w.,..w.,..~ - ~w .*sw~.~ow+r.

This does not mean that the basic behavior of older smokers is the same as younger adults. It does mean, however, that their underlying attitudes and motivations are more compatible with the younger adult mind-set. They see life as an individual struggle, they choose for themselves, they resist traditional structures and constraints on their lives and possess more energy and enthusiasm in pursuing their interests. SUMMARY This report has described the key differences between smokers and nonsmokers. These differences transcend demographic factors and endure over time. They represent underlying mind-sets and lifestyles of smokers. In short, there seem to be large and meaningful differences in the attitudes, values, and lifestyaes of these two groups. Smokers of all ages are more independent, adventuresome, and searching for goals and stimulation than are nonsmokers. They are less likely to accept traditional norms of behavior and experience more stress and anxiety in their lives. They are more active, less predictable and more energetic. Perhaps they retain the younger adult mind-set of wanting to avoid the rut, living for today instead of tomorrow, and being on the edge. Nonsmokers by contrast seem older, even when they are younger adults. They lead very predictable, deliberate lives favoring control, order, and simpli- city. They experience far less stress and tension. Progress toward their goals is very systematic and they lead rather quiet and progressive lives which cre in-sync with accepted standards.

Many differences between smokers and nonsmokers can be understood in light of their mind-sets. The common link between smoking and divorce, for example, is the lifestyle of the individual -- it is the "cause" for both. Smoking and stress share the same common cause. All of these activities and factors are associated with smoking but are not direct causes. They are separate reflectiuns of an energetic, non-conforming lifestyle. CONCLUSIUNS/IMPLICATIONS This ana:lysis has indicated that there are many differences between smokers and nonsmokers, many of which can be traced to the type of person who is likely to smoke. Obviously, there are many similarities between smokers and nonsmokers as well. All people have strong needs for security, belonging, self-esteem, etc. Yet, when considered in total, smokers and nonsmokers do seem to be different in substantial ways. It seems likely that smokers and nonsmokers are receptive to different types of advertising appeals. For example, there is evidence that smokers perceive life as more of a struggle and that Philip Morris addresses this in some of their brands: • Marlboro -- Man versus nature • Merit -- Man against the sea • Virginia Slims -- Woman in a man's world On the other hand, it would seem that advertising for B&H and Kent, for example,, would be more pertinent to the values of nonsmokers. However, more - 1 2 -

specifir. learning is needed to fully address smoker wants with certainty, and more research should be done. A stronger focus on smoker stereotypes is consistent with RJR's priorities. First, the focus on volume goals centers on attracting heavy users, and heavy users exhibit smoker characteristics to the greatest degree. Second, smoker stereotypes are also typical of younger adult smokers which addresses a long term RJR strategic priority. There a:re many positive qualities of younger adults that smokers seem to retain i:hroughout life -- being independent, open-minded, adventurous, spontaneous, individualistic, etc. These characteristics express themselves differe•Ztly among older smokers, however their basic temperament and mind-set is similar to that of younger adults. Thus older smokers may choose to not conform to different authorities than do younger adult smokers but they share the same rebellious nature. In light of all of the negative publicity directed toward smoking and smokers, it is important that RJR keep the positive qualities of our customers in mind -- qualities that distinguish smokers from nonsmokers. Finally, as social unacceptability of smoking grows and smoking incidence declines, the smoking stereotype will become increasingly characteristic of smokerf,. In this sense, the smoker mind-set will represent a growth sector the cigarette market and increasingly a source of new opportunities. of