444 



-2- 



vas pcrforacd is order co cUtsLfy smokers iato groups with different 

 patcems of necivacioo. Twelve clusters were identified, as coopared 

 with 7 clustery ia MctCeonell's study. These 12 clusters were well spread 



A, 



aloog the loner )U«d dijEensioa and also along the Social dimension. 

 In keeping with McKesnell, tb« Inner Need score was found to be positively 

 related to cigarette consvunpcion, depth of inhalation and anticipated 

 difficulty in giving up STuoking; it was also related to the extent to 

 which smokers supplement their regular brand by smoking plain cigarettes 

 and hand-rolled cigarettes. Inner Need showed no relationship with the 

 nicotine delivery of the filter-tipped brand usually smoked, but this 

 could Ve for reasons of brand loyalty coupled with the rather lioiited 

 choice of o|.cotine deliveries currently offered hy filter-tipped brands 

 in the O.K. . ~>^ 



The degree of ^oncem for health differed considerably between 

 clusters, but was not delated to the level of Inner Need. Concern for 



health evidently influenced the brand choice of many different types of 



/- 



^( 

 smoker, particularly in the difftction of trying low tar brands. However 



in many cases their concern for health seemed to conflict with their 



desire for a satisfying cigarette. 



The marked differences between the 12 clusters which have emerged 



as a result of this survey, particularly in terms of Inner Need score, , 



suggest that the clusters should form a fim basis for testing the 



hypothesis that Inner Need is related to preferred nicotine delivery. 



The testing of this hypothesis, which involves obtaining the reactions 



of 11 out of the 12 clusters to a range of experimental cigarettes. 



CO 



c 





vn 



forms Part 2 of the present study and will be separately reported. oo 



00 



