531 



-51- 



CAtcgory r«ftc(«ac ch« oMrctC poaaiblt appco«ch co « low Ur, high 

 alcoCia« elgax«et« (a coabiaatloo vhlch, ac preatae, do«a ooe aaaa 

 pracdcabU). idv ttf, mcdlua aicotlaa eigartccca abould, according 



CO the Bodtl, artfacC hl^lj h«4lch coaaciout coaauoera vich a sxlcrac* 



"^ 

 Inner Need, while a^lua tar, ht^h oicocinc cigarcttea should accraec 



Chose with a fair degn» of healch coocem and a high level of Inner 



Meed. In ceraa of Che def v^cioiu oaed in Project WHEAT, coasuaera ia 



X Chese chree categoriei account«ft.for ao*c 40Z of choie who cook pare 



'^- in the firsc produce teac. Thia Mftore la quoted in order to give sooe 



iS^ of the possible potential for ci^rettea of the three t/pea indicated 



in th« nodcl. However it must be atressedJthat cb« definitioas of high, 



Biftdiua aod-low Inner Need, and likewise of high^aediua and low concern 



for he«lcb, vert quice arbitrary, and that a chanM^n Cha definitiona 



would ale«r the >Mportions of conauacra in each of tne^atftforiea. Alto 



Che proporciooa foun^vt Che U.K. aighc be very diffcrent^oa Cfaosa in 



other narkets. Tta« BodeC^^s in any case over-siaplif ied, and the diffarenc 



Cypea of cigarette shoald pm^rly be shown tt aerging into ooe anocher 



racher Chan separated by rigid b%)odariea. What is iaportant ia not ao 



Wich the precise detaila of aarkac <{^eoc aiaea and cigarette deliveriea 



but racher Che general concept tlwt Che Q^ separate influences of Inner 



Need and concern for health together create ^n opportunity for producta 



< >■ 



which, at present, are virtually non-cxiscAc. i^/ 



It is suggested that the nexc stage of lnvesti|i«ion should concentrate 



on verifying the broad principles of the nodel. A aimpl^ied questionnaire 

 relating to Inner Need should be constructed by exaisinacion-O^ the existing 

 Project WHEAT data. Following this, a further sample of U.K. rei^ondenCs, 



hi 

 i 



o 



N 

 9t 



