Virile Segment. The Right Stuff

'''Virile Segment. The Right Stuff'''

Discusses 90 minute telephone interviews done with 3,456 smokers in May of 1983. Concentrates on a discussion of the "virile core" of smokers, stating, "The Virile Core believes more in conforming, fitting in. They have less social confidence.  They are more resistant to change in general and are inclined towards traditional male/female roles and rules.  They are less health conscious."

The "conclusions" portion of the report states that the Virile Segment Core is less health-concerned, favor going along with the crowd and its opinions, find "averageness" more desireable and desire the assuredness and confidence of big brands.

Date 19830000 Type REPORT Bates 505921996/2005 Collection R.J. Reynolds Pages 10 URL http://legacy.library.ucsf.edu/tid/zxd94d00

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