Strategic Research Report. Analysis of Smoker and Nonsmoker Differences

This 1985 strategic marketing research report by R.J. Reynolds (RJR) focuses on how the personality characteristics of smokers differ from those of nonsmokers. The report observes that

"...cigarette smokers had a lower level of education (on the average) than any other product category. By comparison, beer and alcohol [markets] are upscale."

And points out that

"In addition to their downscale nature, they also date earlier and more frequently, and are more likely to experience marital problems, drink alcohol, be in car accidents and eat spicier foods."

The report also observes that "Younger adult smokers tend to set and pursue goals and activities which the authorities in their life disapprove of."

and

"...the nonsmoker settles for a more restricted pattern of living and achieves more order and serenity. He is more certain of who he is and less aware of what he might be. The smoker suffers more but he is more likely to lead a full rich life." Company/Source: R.J. Reynolds Author: Nordine, RC Date: 07 Oct 1985 Length: 14 pages Bates No. 505227502/7515 URL: http://legacy.library.ucsf.edu/tid/mrg59d00