USC Tobacco Industry Monitoring Project Collection
Mindset Segments.
Abstract
Provides personality characteristics for certain types of smokers according to brand. Lists Marlboro and Camel smokers as flamboyant and outspoken but underlying psychology is a passive victim and is emotionally insecure. These smokers are said to not be able to make it on their own and seeks sensation to compensate for feelings of personal inadequacy.
User-Contributed Notes
Fields
- Strategy
- Yes
- Type
- Report
- Named Person
- Clay, A.D.
- Cruise, T.
- Dean, J.
- Eastwood, C.
- Evans, L.
- Hope, R.
- I Jfk
- Jackson, B.
- Jackson, M.
- Jordan, M.
- King, M.L.
- Knotts, D.
- List, O.F. Movie Stars
- Newman, P.
- Norton, E.
- Streep, M.
- Teigs, C.
- Trump, D.
- Waynej
- Williams, T.
- Winfrey, O.
- Target Market
- Hispanic
- Adults
- Young Adult
- Subject
- targeting
- industry sponsored research
- marketing
- Brand
- Camel (RJR)
- NON-RJR BRANDS
- Winston (RJR)
Document Images
BRAND - VERY BRAND LOYAL; WANTS STRUCTURE
ATTITUDES: - NEEDS STABILITY, STRENGTH AND RELIABILITY IN A
CIGARETTE
- WON'T RISK THE DISAPPOINTMENT OF A CIGARETTE THAT
DOESN'T SATISFY HIM
- RELATES TO THE STRENGTH AND MASCULINITY OF THE MARLBORO
MAN
- A STRONG BRAND IMAGE AND A STRONG CIGARETTE REINFORCE
HIS MASCULINITY
- OLDER MAN MAY NOT RELATE TO CAMEL'S EXCITEMENT AND
CLASS. CAMEL PROJECTS CONTEMPORARY "WINNER"
IMAGE, AND THIS PERSON FEELS INADEQUATE
4
MINDSET: PREDISPDSITION. REACTIVITY. AND BEHAVIOR POTENTIAL
A. PREDISPOSITIONAL CHARACTERISTICS:
PERSONALITY CHARACTERISTICS
ATTITUDES
THINKING PATTERNS
EMOTIONAL REACTIONS
B. INFLUENCE REACTIVITY:
PERCEPTIONS
FEELINGS: "LIKE IT" OR "DON'T LIKE IT"
AFFINITY OR AVERSION: TOWARD OR AWAY FROM
MOTIVATIONAL INVOLVEMENT
C. RESULTING IN BEHAVIORAL POTENTIALS:
READINESS TO REACT
- POSITIVELY OR NEGATIVELY,
- DEPENDENT ON MINDSET CONGRUENCE AND RELEVANCE OF THE STIMULI
SMOKING ISSUES
PRODUCT
ADVERTISING
PACKAGING
MAIL
Figure I
MINDSET PRIMARY DIMENSIONS
PERSONALITY
EXPANDING HORIZONS: THE INFINITE WORLD
- P active
- S ial
- C temporary/
C ssic
- culine
- centered
- more
- O timistic
- T e what you
c get
- G 1-oriented
- itious
SELF-IMAGE IBALANCED
Insecure
- we
- "You have to take what
life hands you"
- Loss of control
- "Its who you know"
PERSPECTIVE
- Growth
- Care for
self and
others
- Sensitivity
Conf,i~eht
- Strong.
- "I'm pretty
special"
- Control
- Capable
:
LIMITED HORI$ONS: THE FINITE WORLD
.
- Reactive' - Responding to Changing World
- Worrier - Pessimistic
- Seekinq Safety - Receivers
MINDSET AND ISSUE DYNAMICS
20
BRAND - IMAGE CONSCIOUS; STARTS OUT WITH FULL PRICE BRANDS
ATTITUDES: - FEELS PROUD WHEN CAN AFFORD THE BEST
- WANTS TO BE A WINNER. LIKES THE PRESTIGE OF USING
BRANDS LIKE CAMEL AND MARLBORO
- UNDERLYING FEELINGS OF INSECURITY AND LOW SELF-
IMAGE JUSTIFY BUYING PRICE BRANDS WHEN HE
DOESN'T HAVE MUCH MONEY
15
SMOICING - LIVES LIFE BY STANDARDS; SMOKES WHEN AND WHERE
ATTITUDES: HE FEELS IT IS ACCEPTABLE
- DOESN'T MAKE WAVES
- PRACTICAL, REALISTIC, NOT PUSHY
- A POSITIVE SELF-IMAGE, AND DOESN'T FEEL GUILTY
AND UPSET ABOUT SMOKING
Bm - AN INTENSE INDIVIDUAL WHO IS HIGHLY INVOLVED
ATTITUDES: WITH BRAND
- NOT A FRIVOLOUS PERSON, BUT MAY SWITCH OR
TRY NEW BRANDS
- BUYS INTO THE IMAGE OF THE BRAND HE/SHE
SMOKES, BUT MAY NOT BE BRAND LOYAL FOREVER
- COULD CONSIDER SWITCHING TO A BETTER OR
LIGHTER CIGARETTE
8
BRAND - WANTS A STRONG MASCULINE CIGARETTE TO COMPENSATE
ATTITUDES: FOR PERSONAL INADEQUACIES
- LIKELY TO BE BRAND LOYAL, SMOKE WHAT THE CROWD
SMOKES
- COULD SWITCH TO A LIGHT SUCH AS MARLBORO OR CAMEL
(A MORE MANLY IMAGE)
- ADULT SMOKERS, AGED 18-24 MAY BE ATTRACTED TO CAMEL
BECAUSE THE FANTASY/ADVENTURE GIVES HOPE OF
ESCAPING FROM A BLEAK LIFESTYLE
- MAY BE REALISTIC ENOUGH TO BUY A MORE ECONOMICAL
CIGARETTE STRICTLY FOR PRICE
~
~
m
w
N
12 co
o$
w
Figure 1A
MINDSET PRIMARY DIMENSIONS
PERSONALITY .
EXPANDING HORIZONS:
THE INFINITE WORLD
. John Wayne
. Madonna
. Donald Trump
. Andrew DiOO Clay
. Mohamed Alli
. Lee Iacocea
. Archie Bunker
. Simpsons
. Ralph Cramden
SELF-IMAGE BALANCED
Insecure PERSPECTIVE
_Qnjj ent
- We aic
- "You have to take what
life hands you"
- Loss of control
- "Its who you know" -'StronQ
- "I' m pretty
special"
- Control
- Capable
. Robert Redford `
Ed Norton . Oprah Winfrey
Don Knotts . Bob Hope
. Bar'bara Bush
. ' J . F. Kennedy
Meryl Streep
. "Designing Women"
James Dean
Paul Newman
LIMITED HORILONS: THE FINITE WORLD
MINDSETS REACT DIFFERENTLY TO SMOKING ISSUES
WHEN INTERFACE MINDSETS WITH SMOKING ISSUES, DIFFERENT MINDSETS APPEAR TO
RESPOND DIFFERENTLY TO THE ISSUES -
- SOME SIMILAR RESPONSES TO ONE ISSUE MAY OCCUR IN SOME MINDSETS
- SEVERAL MINDSETS COULD BE TARGETED WITH THE SAME STRATEGY FOR ONE ISSUE
- A DIFFERENT COMBINATION OF MINDSETS MAY BE TARGETED BY ANOTHER ISSUE
STRATEGY
21
Figure II
OVERVIEW OF MINDSET SEGMENTS
PERSONALITY
Expanding Hor:.zons
- Aspiratitnal -
Sensation Seeker.
C.onteatpora`y Flashy
Well-Rounded Striver
Socially Conscious
Ambitious Workin+g Class
. Passive Aggressive
SELF-IMAGE
Insecurit7
t------
- Weak
. Passive
Old Reliable
Con4is?ence
. Blue Collar Big Spender
. Frustrated Blue Collar
. Blue Collar Low End
Limited Hori:ons
- "I'm OV
Sensible Lady
