519 



-i9- 



(b) ]Mm1 Screnith. f«rc«ivd Strtoteh %tx4 fT*t*t*nc% 

 R*fer«ae«hM tlrMdj bcco mtd* Co eh« eoae«pc of "idMl scrcofch" 

 by which 1$ mtMai^Jafk aa«v«rt gives by rtapoodsncs eo ch« ^u«»cioa: 

 "Which tctCeaeaC-bese 4Mcrib«$ bov •croag or sild a ei.(4recct should 

 b« if it it to •uifc^u pwfoccryT" la th« Mcood product ceic eh« 

 average score* for "idMj atrwifth" given by the various clusters ar« 

 included io Table U, and PJ^ure 4 abovs these scores plotted agaiasc 

 X the Inner Need level of each cl««ter. Clearly there is a positive 

 ".■ relationship between the two, the'^i^l strength" of a cigarette 

 iHcteasing along with the level of Inn*r. Need. In both the first aod 



• '"• ''r 



the second product test it was shown that,>^ and large, the average 



racings f^ strength given by clusters reflecte^ the nicotine deliveries 



of the test ciArettes. On the basis of the resufi* ploCC«d in Figure « 



one could «rtue,^x^r«fo'^«» '**' '•>« nicotine delivery^ th* "Ideal" 



cigarette differs subMantially between clusters and is poiltively 



related to the Inner NeedcTl^vel. Whether a cigarette which cones close 



to the "ideal" in strength i»,;>in practice, preferred over another 



cigarette which is not so close <^l presumably depend on the relative 



importance of strength/nildnesa when^fat alongside other attributes such 



as taste, saoothness, ease of drav, t^ter^t burn, and so on. In the 



present instance the data for cigarettes E «n<l' F were analysed to show, 



for each cluster, how many respondents praFerre<f'^e cigarette which 



-^-^ 

 came closer to their "ideal" in strength and hov lurty' preferred the one 



which came further from their "ideal". The results are given in Table 17. » 



Clearly there was a marked tendency to prefer the eigafc^e which ^ 



was perceived as coming closer to the "ideal" in strength, this being » 



