200 



difficulty in giving up smoking which certainly suggests that inner 

 need, as defined by your study, had nothing to do with taste but 

 had quite a bit to do with drug-like effects. 



Nov/, this project was completed in 1976. The results of it were 

 presented at a BAT conference in Southampton, England, and the 

 manager of research and development for Brown & Williamson at- 

 tended this conference. 



Now, let me begin by saying that in this project, "in considering 

 which product features are important in terms of consumer accept- 

 ance, the nicotine delivery is one of the more obvious candidates. 

 The importance of nicotine hardly needs to be stressed as it is so 

 widely recognized." 



Do you agree with this quote, Mr. Sandefur, that nicotine deliv- 

 ery is an important product feature for consumers? 



Mr. Sandefur. Nicotine, in terms of taste as a constituent of 

 taste, is important, yes, sir. 



Mr. Wyden. Now, the purpose of this project, "was to classify 

 smokers into a number of categories showing distinct patterns of 

 motivation in different levels of so-called inner need as a first step 

 towards testing the hypothesis that a smoker's inner need level is 

 related to his preferred nicotine delivery." 



The project had two phases. And part one, the attitudes of over 

 a thousand smokers were surveyed to assess inner need to smoke 

 and their attitudes towards health risks. And then in the second 

 phase, the smokers were given three experimental cigarettes. One 

 had a high nicotine level one with a medium level one with a low 

 level. 



Again, as I said, inner need was defined in effect as smoking to 

 achieve psychological benefits and certainly it seems to me to ad- 

 dress a kind of a craving or hunger that does relate to people's abil- 

 ity to give up smoking. Now, the study reached an important con- 

 clusion because it developed a new model of the cigarette market, 

 and that model is shown on chart 13 that comes from this con- 

 ference. 



I am going to walk through this chart if I could because, accord- 

 ing to the chart, you can understand what type of cigarette a smok- 

 er will prefer if you know two factors. First, the smoker's inner 

 need for nicotine, and second the level of the smoker's concern for 

 their personal health. So a smoker who is very concerned about 

 their health and who has a low inner need for nicotine would want, 

 according to this chart, the low tar and low nicotine cigarette and 

 that is represented by the box on the lower left. 



On the other hand, a smoker who is both concerned about their 

 health and who has a strong inner need for nicotine would want 

 a low tar but high nicotine cigarette, so that's illustrated up on the 

 upper right. The key realization that came from Project Wheat was 

 that there was a very significant number of smokers who had both 

 high inner needs for' nicotine and a high health concern who were 

 not being supplied a cigarette that met both their nicotine need 

 and their health need. 



So let me, if I might again, reading from this report, it states, 

 this model leads to the conclusion that there is a substantial poten- 

 tial for a range of cigarettes which at present is not available. 

 These cigarettes range from somewhat low tar and medium nico- 



