842 



The Honorable Henry Waxman . 2 . May 3, 1994 



chart do reflect correct average sales-weighted "tar" and nicotine yields and are consistent 

 with each other. 



Dr. Kessler apparently derived the data for his chart as follows: 



• First, Dr. Kessler divided all brand-styles into three categories ("full-flavor," "full- 

 flavor low-tar," and "ultra low-tar"). 



• Second, Dr. Kessler found the average "tar" and nicotine yield for each year for each 

 category . He did so by averaging the yields for all brand-styles within a category in a 

 given year, but apparently not on a sales-weighted basis. That is, for purposes of 

 determining the average yield for each category for any year, a high-yield brand-style 

 with small market share counted as much as a low-yield cigarette with a large market 

 share. In short, the average yield for each category was not a true sales-weighted 

 average. 



• Third, Dr. Kessler's chart is inaccurate because he did not conduct a brand-by-brand 

 sales-weighted average analysis. 



Because the average yields for each category derived by Dr. Kessler do not reflect the market 

 share of the individual brand styles within the category, Dr. Kessler's chart does not 

 accurately reflect trends in the marketplace. 



It is important to remember that market share is a result of choices made by smokers, and is 

 not directly determined by the manufacturers. 



2. A chart entitled "Teens Who Associate Joe Camel With Cigarettes Have Uniformly Negative 

 Views Of Smoking" and accompanying text which illustrates my testimony that a polling 

 study conducted by Roper Starch Worldwide in November 1993 at our request revealed that 

 teenagers who are aware of Joe Camel and associate him with Camel cigarettes have 

 uniformly negative views of smoking. My testimony regarding this material occurred at page 

 172 of the transcript. At line 3961, you indicated that these should be submitted for the 

 record. 



3. An article published in the British Journal of Addiction, referred to at pages 183-4, which 

 reported that carrots could be evaluated as addictive, even more so than cigarettes. In the 

 abstract to the article, the authors report that three patients evaluated their dependence on 

 carrots as similar to that on tobacco and that two of the three patients evaluated their 

 dependence on carrots as stronger than on cigarettes. The point of my testimony and the 

 reason for submitting this article is not to suggest that one may become "addicted" to carrots, 

 or to compare carrots to cigarettes, but rather to point out the danger of allowing persons to 

 self-diagnose addiction and, more importantly, to underscore the fact that the meaning and 

 concept of "addiction" has been so radically diluted that it can no longer be said to have real 

 meaning. 



