E o .1 E.' T I : Evaluative Dimensions in the
Cigarette Varket
1. SMOYE: Ir;.IIIE
A. Sexual Pole-.
(1) rGr men
(2) macho
B. Vel"a turi t.,
(3) Younger
Y-;UnGL., ~. - 'I
Ynungt- n
!13turc
C. S-okirl Cn.;rctQ-
(7) Confi-,.-d -.-over
~,out c-. 1 je up smoki n9
~9) ~;ants t-, -,ive up si,*king
110)
-an ~-r ~'e strong cigarettes
(11) very c~nc,,rned about health
0. Socii" an-I Life Cycle Stage
(12) High stjtvs
(13) '.1hite collar
(14) %,ear -.~.e top of the ladder of
success
For either men or women
Sensitive person
Older
Older men
Older women
Irwlature
Casual sm oker
Can't give up smoking
Doesn't want to give up snjo~ina
Cannot handle strong cigarettes
Not very concerned aboit healtn
Low status T7\-
co
Blue collar
Climbing the ladder of succew
BATCo document for Province of British Columbia 12
November 1999


L-~
E,H181' 1: Eva'.dtive Dimensions in the Cigarette
Firket
(cont, d. )
(15) S. ttlt
(10 ssphit11:2--ed
E. A c,:-4, v i t
('.?) S :ia' a: ti Ve
Op') 9 ysic"'.
F. C*,i I i n ~-. .4 1 t ~ ~ on
. (19) 14-irri-I
G. Re.'-atic,~shif t:)_v~-lul-s
(2)) T,adit,rnal
(21) Y.derr
W) C en-r.r,.4,,4
(73) S,.-If-'rid.1cent
(Z,*)
( is ) Pi:fir.,
(26) Grega, ir:jS
(i7) Serio~.s
(2 ?) P,eas,-r,, person
(29) Fistiei"ws
Not yet settled person
Unsophisticated
Socially Pa~sive
Cerebral
Relaxed
Trendy
Old fashioned
Closed-Minded
Controlled
Insecure
Ordinary
Loner
Light-spi ri ted
Unpleasant person
Slovenly
Cr\
---4
cc
BATCo document for Province of British Columbia 12
November 1999


EXH:21T 1: E4dl~;_--.ive Dimensions in the
Cigarette M-arket
(cont'd.)
2. ERAND lXA'E
A. ~ex ~.a I j ty
(30) Masculine
(31) Stickin,7- cit of a man's
shirt pocket
(32) To impre-s-, men
R. Strength
(33) Strong
(34) Low tar and nicotine
C. Sm'.ing/V-alth
(35) A trand to -switch to
(36) Bt,ter :,r one's health
(37) A .rand ,.-j cut down to
(38) A L,and to smoke when trying
tc, juit smoking
IA-
(39) Well-known brand
(4'.1) Brand tnat has been around
a long time
Feminine
In a wwan's purse
To impress women
Mild
High tar and nicotine
A brand to be loyal to
Worse for cne's health
Not a brand to cut down to
A brand to smoke wien not
trying to quit smoking
Not well-known brand
Brand that has been around
a short tire
BATCo document for Province of British Columbia 12
November 1999


L'YHIB:T 1: :',.:I.ative 0imensions in the
Cigarette Yarket
(cont * d.
E. Occisiors-
(41 ) Hi ;h pri,,~.ure s i tuations
(42) Pa-tyir;
(43) After a f~!T meal
(44) Wi--h co`fee
F. Dif`erer.!1at,.n
(45) EY,,ensi.-,rokirg
Di~,tinc-.e
(47) Ir.;-ess )-.jking
G. Iis~,al C,.-,S U
'48)
j49) Cl--m
(53) Re: xin--':,~,King
(51) Wa r-.
(52) ?'.C :rn
(53) Fancy-Ir ~rg
(54) Dar, -co I -~,d
(55) Fancy na!-.e
low pressure situations
Alone
Any time
Any time
Cheap-looking
Cor-.nomplace
Not impressive-looking
Informal-looking
Messy
Busy-lookirg
Cold
Old fashiored
Plain-looking
Lignt-colored
Plain name
ON
cx:)
N-)
BATCo document for Province of British Columbia 12
November 1999


I : .7,;'uative Dimensions in the Cigarette
I.Iarket.
(cont'd.
3. S W, IN', E X P:- R I E'.
Ta.t e
( -.- -- ) S---.r~
(57) M:re -:,;.Lr tnar. most
;'easa- -, -,r,-,
..a
(5 ~) S:-:oth *",,tinq
(6 C) S6eet taste
B. DratLnj
(61) 8d'-d v
(62) A lot cf 6e coming out
(63) Feelin; going down
(64) A full fe,:,,Ing
--Mild taste
Less flavor than m.,st
Unpleasant aroma
A shot of titter taste
Acrid taste
Easy to dr~-w
Not enough smoke coming out
Not feeling smoke going down
An empty feeling
C. Sensaticn
(65) ma'sh
(66) Irritatir;
(67) Mk . st
(68) K~,, a k.c~.
(69) Burning
(70) Has edge
D. ^,utc"e
(71) S.-T:-.king -.zre cigarettes
Soft
Mellow
Dry
Has no kick
Pleasurable
Has no edge
r_-)
Smcking; fewer cigarettes cc
BATCO document for Province of British Columbia 12
November 1999


Exm~bit rroposed Assignm,~nt of Brands to Samples
Brand Set Number
3 4 5 6
Brand (n=. _
(n=25) (n-25) (n=25) Cn-25)
x
2 x
3 x
4 x x
5 x
6 x x
7 x x
a y x
9 x x
10 X.. x
11 x x
12 x x
13 x x
14 x x
is x x
To ta I
Expcsure
50
50
50
50
50
so
5 0
50.
50
50
50
so
BATCo document for Province of British Columbia 12
November 1999