279 



- 35 



consequtnas of swkinq than smokers of regular brands. This concern 

 would account for thtir choice of low-yield brands. 



"More than the average, (low tar smokers) have read something that 

 worried then about smoking, they believe It Is definitely true that 

 smokers have more of certain kinds of Illnesses, that smoking Is 

 hazardous. And more of then than the average have tried to quit 

 smoking. Since low tar smokers are an expanding share of the 

 market, their greater desire to quit smoking poses a special problem 

 for the cigarette industry.* '' 



The surgeon general's 1979 Report contained significant conclusions about 

 tar and nicotine, including the flnd'ny that: "Compounc^s In smoke most 

 likely to contrlbi^te to the health hazards o' smoking are carbon monoxide 

 and nicotine and tar."'* 



Two studies were conducted In 1979 and 1980 for The Brown and Williamson 

 Tobacco Company by Gahagan Research Associates, Inc., a survey research 

 firm. The major findings are Indicative of the attitudes of low-yield 

 smokers: 



1. Over 80 percent of respondents expressed health concern about 

 saoklng. 



2. Tht decree of concern was directly proportional to the 

 t«r /nicotine level of the cigarette brand smoked. 



3. On average, smokers knew within- ?• tenth of a milligram the 

 tar/nicotine level of the cigarette brand they were smoking. 



The findings clearly indicate that smokers concerned about the health 

 effects of saoklng were more likely to select the lower tar and nicotine 

 brands. 



