447 



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McKsonell eo&ducced • survey among O.K. snokera, and on Che basis of ' 

 their answers to a quescioonaire he classified thea inCo groups vich 

 distincC patterns of sacking aocivation. Soae of the notivating factors, 

 auch »k smoking JU> relieve stress, or sacking to aid concentration, 

 appeared to represent vhat Hc<:ennell termed the "inner need" to sooke, 

 and he was able to derivo a score along this dimension for each group 

 of smokers. In a similar way he vas able to derive a second score along 

 a social dimension which contrasted vitb the inner need dimension in 

 that it represented the tendency to smoke in various social situations. 

 He alsa demonstrated positive relationships between the inner need score 

 on the one hand and the daily cigarette consumption, the depth of 

 intaalatioft >nd the anticipated difficulty in giving up sacking on the 

 other. O^ ^'^ 



The last-mencioned findings suggested to us that t»^ inner need 

 dimension was probably. jdefiaing a requirement for nicotine.^'' The hypothesis 

 was formulated that groups of smokers with a high inner need score would 

 prefer relatively high nicotin^ cigarettes and would reject low nicotine 

 cigarettes, whereas groups with a loy inner need score would probably 

 find low nicotine cigarettes quit* acceptable and might well prefer them 

 to those of relatively high nicotine delivery. It was realised, however, 

 that these patterns of preference could easily^ be obscured when smoking 

 branded products because of the influence of bran^ loyalty, image, 

 published smoke deliveries, etc., and that to reveal tham would necessitate 

 conducting consumer tests with unbranded cigarettes la plain j>acks. 



1;; CO 



Accordingly it was decided to administer McKennell's quescionnaire to a i 



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saople of U.K. male smokers, to repeat his factor and cluster analysis ^ 



