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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