1000273741 3771 Wakeham Smoker Psychology Research 1969

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1 % DR. H. WAKEHAIvIR&D PRESENTATION TO THE BOARD OF DIRECTORS(November 26, 1969)

Gentlemen of the Board and Guests:

this year's presentation, let me make a few remarks about the Research

Once again it is my pleasure to appear before you and to make this traditionalannual presentation of Philip Morris Research Center activities. Beforetalking about that particular aspect of the program that I have selected for

%,enLer m generai.

instrumented with the most modern research tools, and the quality of our staff

We have now been in the present Research Center facility ten years. We havegreatly increased the depth of our scientific knowledge in the cigaret productso that we are able to cope with the demands for new and improved productsand the needs to defend ourselves from attacks in the areas of smoking andhealth. We have extended our skills into areas pertinent to our extendedproduct lines. We have greatly improved our communication with and services.to other operating groups and have overcome many of the problems encounteredin the early days of the Research Department. We. are highly and effectively .

is second to none in the business.


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:market. This product might be called a multifunctional filter in which thedifferent elements function in different manners. The front plug is a chemicallytreated paper specific for phenol and hydrogen cyanide removal. The spacecontains three solids identified by color. The black one is a general purpose.,H ractivated charcoal for gas phase removal; the blue one is specific for hydrogen"cyanide; and the white one for certain water soluble gases.

- These solids can be mixed, inserted into a plug-space-plug.filter system, andeach will perform its specific function in gas phase component absorption.independent of the others. A year ago this kind of a product was only a gleamin the chemist's eye. Today it is a laboratory reality. We have several other

ones for 1970 consideration to our Marketing Department on January 15.cigaret prototypes in the works and are now scheduled to present the latest

This year I have chosen to talk to you about some of our work in smokerpsychology. This work only represents about three percent of our total effortbut it is an important program, so I bring it to your attention today.

Ever since research began at Philip Morris, our emphasis has been on thecigaret -- its chemistry, physics, biological effects, engineering, raw materialrequirements, and production problems. We have been largely concerned withthe technology of the cigaret and cigaret making. In all this we have until


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Why do some people start very young, while others wait until' middle life tobegin smoking?

the problem is hopelessly complex. We do not delude ourselves into thinking'we are dealing here with a simple question searching for a simple answer. Onthe other hand we do believe that the subject is important to our business and

hypotheses, and very few facts. Some will throw up their hands and say that '_`In answer to these and similar questions you will find many opinions, many

that it is amenable to systematic investigation and research which will lead tosome

It is for this reason that I have chosen this year to talk about the psychologyof smoking and the part which psychologists play in our research and developmenprogram.

Our aims in this direction are twofold:1. To determine early in research and development the consumer acceptability

of a product idea before we expend hundreds of thousands of dollars developinit, and .

2. To learn more about the psychology of smoking, hopefully to discover waysto exploit the benefits of smoking to the advantage and profitability of our


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cigarets in the Product Opinion Laboratory office near a shopping center.Further screening is available from about 1500 members of civic clubs andcommunity organizations who are called on when we want a quick test from amore representative group of non-experts. And finally, products approaching'the test market stage of development are evaluated by a national cross-sectionof American consumers, chosen from some 35, 000 people who represent15, 000 families.

consumer responses to guide the Research Center and Marketing people inSo, funneled through our group of POL people, there is a continuous flow of

making prc

in detecting differences in cigaret smoke taste than the consuming public.

One observation from this product testing work has been confirmed to us overand over again, and that is that the expert smoker panelist is much more acute

For example, in studies aimed at determining the desirable amount of mentholin a cigaret it was established that over half the menthol smokers cannot distinguicigarets with 5070 more or 50o Iess menthol than that in Marlboro menthol. Thepresence or absence of menthol can be detected at very low levels, lower thanone-tenth that in most menthol brands. But differences in levels at higher amountare very hard to distinguish.


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In another example, it is well known to the experts that smoke from a regular

Slide5

blend. This taste. accuity is not present in the consuming publ ic according to 'panelist can also detect small changes of the order of 5% in BL content of the

leaf blend tastes different from the smoke of a 100% reconstituted tobaccoproduct (BL) containing a large percentage of stem material. The expert taste

another one of our studies. In this test we used the vending machine procedure,

from a modified vending machine placed in a factory or office lunch room.in which the panelists use issued slugs to "buy" one of several test cigarets

symbol. At the start of the test the panelists try the various cigarets availableThe test cigarets are all in plain white packages identified by a simple geometri.. . . .

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and then repeat purchases of the one they prefer. By following the salesfrequencies we discover the consumer acceptabilities of the test products. '.

In this study we started the panel on two identical standard cigarets, and then

the taste and subjective properties of the srnoke. These findings have implicatioin cigaret blends that can be translated into cost considerations.

gradualIy changedone stepwise to a high (75) level of BL. The results indicatethat we could put into the blend well over 307., of BL without significantly altering

In a third study, a thousand smokers were asked to compare cigarets made ofaged tobacco with cigarets made of unaged tobaccos. They had no preference, .suggesting that the aging process does not significantly alter the taste of the


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We know a lot about the typical smoker.. He's .3 inches taller than average,weighs 1.4 lbs. less than average, smokes 20.5 cigarets per day, leaves a34 mm butt, inserts 10 mm of the filter between his lips, takes 9.5 puffs percigaret, takes a 38 cc puff into his mouth, and takes 290 mg of TPM into hismouth per day. But smokers vary tremendously. .

I have already referred to differences in the daily consumption of cigarets bysmokers. Here in this distribution you will see that the range is from onecigaret to more than sixty per person per day. But numbers of cigarets do nottell the whole story. We know that smokers also vary in

numbers of puffs per cigaret,volume of smoke per puff, -length of cigaret smoked, and so on and on.

Because of these variations we have sought a more meaningful index of smokerintake and have come up with a mean daily intake of smoke. This measure isobtained by analyzing the nicotine in the filter when the smoker has finished.From this measure we can calculate precisely how much smoke passes throughthe filter and into the smoker's mouth. Here's how we do it. Nicotine insmoke is directly proportional to the particul'ate smoke or tar. We know thetotal amount generated in smoke for each cigaret brand and also the filterefficiency. From these by difference we can tell from the amount of nicotine


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determined by the number of cigarets people say they smoke is a very unreliablmeasure of actual smoke intake.

he adjusts the volume of his puff as he goes down the rod, compensating for

This great variability among smokers results from the fact that a smokertends to seek his own level of intake. Even while smoking a single cigaret,

the change in the density of the available smoke.

This:Tadjustment is also observable as the available TPM of the total cigaretshifts. We undertook a study in which sixty smokers volunteered to smoke

eeks the cigaret delivered 20 mg of TPM. The next three weeks the cigaret only the cigaret which we provided for a period of five weeks. The first two

delivered 25 mg of TPM. The changeover was unannounced. Imrnediatelyafter the changeover, a number of participants complained that the cigarets

Slide12

were too strong and defected, foregoing the $10 gift certificate promised to

changed to stronger cigarets smoked less of each one and those who were.changed to weaker cigarets smoked more of each one and/or more cigarets.

those who completed the study. We found that adaptation occurred the firstday and remained stable for the remaining three weeks. Those who were

The smoker's determination of his own intake level is also seen in somefigures provided by our associate, Dr. Max Hausermann, of FTR. His data


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`.Recently our psychology program has added a new emphasis. We are nowbeginning to concentrate on the motivation of the smoker. We are asking thesimple question, "Why do people smoke?"I must admit to some embarrassment when I say I don't know the answer tothis question. It is even more embarrassing to the psychologists on my staff.

;:But I can tell you this -- despite the voluminous research and pseudo-sophisticat- theories, no one seems to be able to give an explanation backed up by substantial

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First, we have to break the question into its two parts: 1) Why does one beginto smoke? and 2) Why does one continue to smoke?

There is general agreeinent on the answer to the first part. The 16 to 2'0-yearold begins smoking for psychosocial reasons. The act of smoking is symbolic;it signifies adulthood, he smokes to enhance his image in the eyes of his peers.But the psychosocial motive is not enough to explain continued smoking. Someother motive force takes over to make smoking rewarding in its own right.Long after adolescent preoccupation with self-image has subsided, the cigaretwill even preempt food in times of scarcity on the smoker's priority list.-Witness the experiences many people had at end of World War II when one couldbuy wine, women, and song. with a cigaret. The question is "Why?"


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Another obvious way to approach the problem is to search for differencesbetween smokers and non-smokers. This strategy has been more fruitful.The research effort in England and the U. S. over the past 15 years has yieldedthe following facts about smokers:

A. Behavioral Differences -- Smokers are:1. More extroverted, gregarious2. More business oriented

3. More competitive4. More mobile (jobs, residences, even marriages)5. Higher accident and injury rate

B. Physiological Differences:1. Have faster heart rate2. Eat more3. Drink more - beer, whiskey, coffee4. Have higher oxygen metabolism5. Weigh less

C. Psychological Differences -- Smokers exhibit:1. More anxiety

Generally moreaggressive andrisk oriented

Generally moreactive, fasterliving

Generally more


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1 0 .

Arousal center in brain stem excitedBlood sugar level increases

Now what can be said about all of these findings?


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As for the differences between smokers and none-smokers, one mightsummarize with these three general observations:

1. Cigaret smoking is more often a habit among more responsive,more arousable, more anxious people than among the lessresponsive or more tranquil people.

2. More cigaret smoking is to be found among people whoselife careers expose them to pressures and crises.

3. A smoker smokes more during the more stressful momentsof his day or during stressful periods of his life.

One mij4ht expect from these differences to find that peotDle are attracted to

told Leo Burnett. Indeed this reason for smoking has been hypothesized bysmoking because it acts as a tranquilizer in a stressful situation, as some "

have attempted to confirm this hypothesis, we have found exactly the oppositeeffect. For example, in studiesusing excessive muscle tension as a measureof psychological arousal we have observed that smoking increases rather thandecreases muscle tension.

a number of other investigators. But in our experimentation whenever we

We are of the conviction, in view of the foregoing, that the ultimate explanationfor the perpetuated cigaret habit resides in the pharmacological effect of smokeupon the body of the smoker, the effect being most rewarding to the individual


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12.

polygraph recorder; we plan to develop the techniques and instrumentationto measure these indices remotely by radio signal.

Our ultimate intent is to monitor the smoker under real life conditions,^under conditions of experimentally induced stress, and under conditionsof tobacco deprivation.

applicable to the design of our smoking products and also information that tnightThis is basic exploratory research, but we expect fallout in the way of informati

be used in a public relations program. -

days. You, will probably recall the recent remarks by/,Ra'rgaret Mead on theThe subject of human response to stress is receiving increasing attention these

insect-borne diseases. It is interesting to speculate what stress responsesseventy million American smokers might make to the discouragement or

monosodium glutamates, DDT, etc. , that risks are relative and are often out-weighed by the benefits. Cyclamates make life more bearable to diabetics andpeople who tend to be obese. DDT is vital to the control of malaria and other

time since the public is becoming increasingly aware with sodium cyclamates,the view to emphasizing the benefits ofsmoking. Andthis may be an appropriatesmoking is one of these responses, then we need to study it in this light withsubject of marihuana and drugs as a means of relieving stress. If cigaret


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.18 ,These observations may give us clues as to why smokers may be a high risk

Slide19

group in terms of certain diseases and longevity. In other words, the healthstatistics regarding smokers versus non-smokers might also be explainablein terms of inherited and environmental influences on the body. This hypothesis,/

in Sweden on identical twins in which he finds that the non-smoking twin has

evidence in favor of the susceptible person or high risk hypothesis is stillcoming in. The most telling support comes from the recent work of Cederlof

an alternate to the cigaret causation hypothesis, is brushed aside by the antt-cigaret advocates, possibly because it cannot easily be disproved. And yet

heart and cancer disease rates similar to those of the smoking twin.This observation certainly seems to deny cigaret causation of these diseases.

All of these studies indicate that Philip Morris as a company and the industryas a whole might very well benefit greatly from much more research on thesmoker than we have done in the past. Certainly he is an important link in thechain of our success.

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1000273741 3771 Wakeham Smoker Psychology Research 1969

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