Wakeham Smoker Psychology Program 1969

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'cigaretsintheProductOpinionLaboratoryofficenearashoppingcenter .
Furtherscreeningisavailablefromabout1500membersofcivicclubsand
communityorganizationswhoarecalledonwhenwewantaquicktestfroma
ofAmericanconsumers,chosenfromsome35,000peoplewhorepresent
15,000families .
morerepresentativegroupofnon-experts . Andfinally,productsapproaching
'thetestmarketstageofdevelopmentareevaluatedbyanationalcross-sectton
So,funneledthroughourgroupofPOLLpeople,thereisacontinuousflowof
. ~ _ Y , . ,consumerresponsestoguidetheResearchCenterandMarketingpeoplein
. . . .
. .
. r . makingproductdecisions .
Oneobservationfromthisproducttestingworkhasbeenconfirmedtousover
andoveragain,andthatisthattheexpertsmokerpanelisttsmuchmoreacute
indetectingdifferencesincigaretsmoketastethantheconsuraingpublic .
~ ~
•Forexample,tnstudiesaimedatdetermintngthedesirableamountofmenthol
inacigaretitwasestablishedthaeoverhalfthementholsmokerscannotdtstingui
cigaretswith5070moreor50%tessmentholthanchatinMarlboromenthol . The
presenceorabsenceofmentholcanbedetectedatverylowlevels,lowerthan
one-tenththatInmostmentholbrands . ButdifferencesInlevelsathigheramount
areveryhardtodistinguish .
Slide
I
Incidentally,anotherstudyonthissubjectdemonstratedratherdramatically
thatthementhol . coolnessascribabletoourcompetitor'sKoolcigaretEs
attributabletoitsnameandbrandimageratherthantothetasteofthesmoke,
erse . WheneheKooLcigaretwascomparedtoourMarlboroMentholwith
3thebrandidentttyconcealed,mentholsmokers,includingregularKoolsmokers,
Slide
4
couldnottellthedifference . Whenthesesamesmokerssmokedthesesame~
cigaretsintheirregularpackages,mostofthementholsmokerschosetheC
~ Koolcigarettobethe"cooler"smokingandtheMarlborotobelessmenthol
tastingandmoretobaccotasting . ~
~
. ~ A
. V t
TINY 0003252
5 .
. . , . ,
. .
.
In another example, it is well known to the experts that smoke from a regular
leaf blend tastes different from the smoke of a 10070 reconstituted tobacco
product (BL) containing a large percentage of stem material . The expert taste
panelist can also detect small changes of the order of 5 % in BL content of the
~ blend . This taste accu[ry is not present in the consuming public according to~
another one of our studies
. In this test we used the vending machine procedure,
f . . .
in which the panelists use issued slugs to "buy" one of several test cigarets '
`' from a modified vending machine placed in a factory or office lunch room . ' ; .
• . , . : ' . . ~ • . .
. , ~r : . . ~
. • , . . . . . _ , . . . . .
The test cigarets are all in plain white packages identified by a simple geometric
symbol . At the start of the test the panelists try the various cigarets available
and then repeat purchases of the one they prefer . By following the sates
:
frequencies we discover the consumer acceptabiaities of the test products . :
In this study we started the panel on two [dentical standard cigarets, and then
Slide gradually changed one stepwise to a high (75 ) level of BL . The results Indicate
5 that we could put Into the blend well over 30F7, , of BL without significantly altering
the taste and subjective properties of the smoke . These findings have implicatio
In cigaret blends that can be translated into cost considerations .
.
Slide
6
In a third study, a thousand smokers were asked to compare cigarets made of
aged tobacco with cigarers made of unaged tobaccos . They had no preference,
suggesting that the aging process does not significantly alter the taste of the
cigaret from the consumer's point of view . This observation means we may
have more latitude in, maintaining a tobacco inventory than was heretofore
appreciated .
have about the smoker by looking at some information about the smoking
population .
scratched the surface
. I now want to indicate how much more tnformation we N
at valuable Information about our products and our business
. But we have only
These examples illustrate how by studying consumer responses we can arrive
8
~
A
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6 .
-3
Slide
7
Slide
8
~Slide
9
WeknowaIotaboutthetypicalsmoker . . He's . 3inchestallerthanaverage,
weighs1 . 4 lbs . lessthanaverage,smokes20 . 5cigaretsperday,leavesa
34 mmbutt,Inserts10mmofthefilterbetweenhislips,takes9 . 5puffsper
cigaret,takesa38 ccpuffintohismouth,andtakes290mgofTPMintohis
mouthperday
. Butsmokersvarytremendously .
numbersofpuffspercigaret,
volumeofsmokeperpuff,
lengthofcigaretsmoked,andsoon~andon .
Ihavealreadyreferredtodifferencesinthedailyconsumptionofcigaretsby
smokers . Hereinthisdistributionyouwillseethattherangetsfromone
cigarertomorethan•sixtyperpersonperday . Butnumbersofcigarersdonot
tellthewholestory . Weknowthatsmokersalsovaryin•
Becauseofthesevariationswehavesoughtamoremeaningfulindexofsmoker
Intakeandhavecomeupwithameandailyintakeofsmoke . Thismeasureis
obtainedbyanalyzingthenicotineinthefilterwhenthesmokerhasfinished .
Fromthismeasurewecancalculatepreciselyhowmuchsmokepassesthrough
thefilterandintothesmoker'smouth . Here'showwedoIt . Nicotinein/
smokeisdirectlyproportionaltotheparticulatesmokeortar . Weknowthe
totalamountgeneratedinsmokeforeachcigaretbrandandalsothefilter
efficiency
. Fromthesebydifferencewecantellfromtheamountofnicotine
howmuchsmokewasdrawnthroughthefilter--howmuchwentIntothemouth
ofthesmoker .
inthistestwehadfiltersmokerssavetheirbuttsforusforoneweek,and
fromtheresidualnicotinemeasurements,obtainedanaveragedailyparticulate
matterintakevalueforeachsmoker
. Thisslideshowsyouthemagnitudeof
variationamongsmokersIntermsofthisnewandmorepreciseindex . Now~6
onemightask"howgood ;isthesmoker'sestimateofhowmanycigaretshe
smokesperdayi-nmeasuringactualintake?"ThisnextslideshowsthatItIsIVS
apoormeasureindeed . ~W
Youcanseefromthisthattheindexofsmokinglevel,inhealthsurveysas~
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9 .
l. .
Slide
1 6
Slide
,1 7
Anotherobviouswaytoapproachtheproblemistosearchfordifferences
betweensmokersandnon-smokers . Thisstrategyhasbeenmorefruitful.
TheresearcheffortinEnglandandtheU . S . overthepast1 5yearshasyielded
thefollowingfactsaboutsmokers :
A . BehavioralDifferences--Smokersare :
. l. Moreextroverted,gregarious
2 . Morebusinessoriented-
3 . Morecompetitive
4 . Moremobile(fobs,residences,
5 . Higheraccidentandinjuryrate
-
,I. , . •-, .
evenmarriages)
B . PhysiologicalDifferences :
1 . Havefasterheartrate
2 . Eatmore
3 . Drinkmore-beer,whiskey,coffee
4 . Havehigheroxygenmetabolism
5 . Weighless
C. PsychologicalDifferences--Smokersexhibit :
1 . Moreanxiety
2 . Moreemooionalturbulence
3 . Greatersensecftimeurgency
4 . Moresuicide
Generallymore
aggressiveand
riskoriented
. 'Y.
. . , . . . ,
Generallymore
active,faster
living~
.
Generallymore
. . . ,,. . . . .
tenseand
emotiona]'
Athirdwaytoapproachthequestionistosearchfortheimmediaoeeffectsof
smokeiahalation,uponthesmoker
. Thisapproachalsohasbeenfruitful. Here
arethechangesinhumanbodyfunctionwhichfollowsmokeinhalation
. Allof
thesechangeshavebeenreportedbyatIeasntwoindependenaresearchers
: ~
CigaresSmokeEffects
Increasedpulserate
Increasedcardiacoutputandcoronaryflow
Loweredskin,temperatureinhandsandfeet
Reductiontnkneejerk
P
TINY0003 257
10 .
Arousalcenterinbrainstemexcited
Bloodsugarlevelincreases
i
,
Nowwhatcanbesaidaboutallofthesefindingsl
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I n s u p p o r t o f h e a l t h i e r c o m m u n i t i e s ,
t h i s do c u m e n t wa s p r o vi de d by
Bl u e Cr o s s a n d Bl u e Sh i e l d
o f Mi n n e s o t a .
T o ba c c o we b s i t e a ddr e s s :
www . m n bl u e c r o s s t o ba c c o . c o m
T I NY 0003279

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