474 



-32- 



Inner Need. According to the first view those vith irwr''— " coocem would 

 already have rcdoced their saoking consimption and aighc even have ceased 

 to snoke on petals types of occasion; they would thus have low scores 

 on the Inner N«t4 factor*. The alternative view stems fron McKennell'a 

 findings in respect of dissonant and consonant smokers (4). Dissonant 

 smokers he defined as Chose who tend to accept the arguments against 

 smoking and say they would like to give up smoking if they could easily 

 do so. Consonant smokers he defined aa those who tend to reject anti- 

 smoking appeals and express no wish to give up smoking. Ue showed. that 



disMoant smokers were high in Inner Need and made frequent, hue largely 



, O ■ 



unsucceijful, attempts to give up smoking.' Consonant smokers were low 

 in Inner ^ed, hut when finally persuaded abouC'jbe dangers of smoking 

 were able to ^ve up with comparative ease. Inese findings would seen 

 to support the vfM^that snokers who are really cone em<jl about their 

 health are likely to ra high in Inner Need. In the event, the diatributi 



:ion 



of health concern scores aauog the clusters, shown in Table 9, cannot 

 be said to support either vlev^ 



On Che other hand certala feaifiores in Table 10 do relate to health 

 concern: the young and the elderly are 'less concerned than are chose 

 in the aiddle two age groups, the upper social classes are more concerned 

 than the lower social classes, heavy saokcrs "<30 cigarettes a day and 

 over) arc relatively unconcerned, smokers of low iQcotine brands are 



V 



more concerned than are smokers of other brands. This last observation ^ 



c 



is. of course, perfectly logical since it suggests a tendency for the c 



/ l- 



health-conscious smoker to turn to low delivery cigarette* as % form of o 



-', - o» 

 health reassurance. With this in mind it is interesting Co look at the 9 



