523 



-*3- 



pr«f crcncs^ Cad luvlo< firit 4<cld*4 th«e r wmt cb« clfarcCC* vhich ch«7 

 pr«ftrTt4 v«r« thmn rtluccaac to adalc ch«e ic v^» alio eh« •croaker of 



^ 



ch« Cvo. CoQctnr'Mr iMalch uy have b««a an Laflucact b«rt, and altbo«|h 

 th« ficurts in Ttela II «zt aoe cnciral/ cosiiaccnc vich chit Idea ch« 

 tendency to prefer fSf^ea E i«r'Yaccd aa ttrongcr Chan T waa (reaceat 



among chose wich a high ^ore (or health coaccra. 



Onforcunacely no analyO^ of th* figure*, however sophisticated, 

 /^ will prove whether respondents 'ptef erred a particular cigarette because 



' ~ Chey genuinely thought it was ailder/^r ftlc obliged to say it was ailder 



'^ 

 b^CA^se they preferred it. The fact r^ia^ns, «a can be seen froa the 



'^ -V 



f«r right-hand column in Table 18, that ovetell Chert was a very definite 



' ^^ "'■^'-" X 



tendeocy t^ prefer Che cigarette which was rate^jes belAf ailder (this 



being I (or so^ respondents and F for others). TVcJ^endency was greaur 



among those vlch qftiua or high health concern than aao^ thoee «itb 



low health concara, a^was inversely related to the level'^ Inner leed 



ea can be seen in Figure TS> In terms of the percentage of respondent* 

 preferring the cigareCJU nhicv^as raced a* ailder Che weighccd averages 

 for Ch* chree levels of loaer Meel^^^re as follows: 



Uw Need ^^66X 



Kediua Ke«4 ^9^ 



High Meed 532 ^,< 



Overall, 58Z of respondencs preferred the cfgarec^ which they rated as 

 being ailder, a result which is in turked contrast co')he face chac S5Z 

 of respondents preferred the cigarette which, in terat of nicotine v 



delivery, was in fact the stronger. ^/v {^ 



OS 



