-




    79-
    THE ROLE Of SMQJKING SEMAVIOUR IN PRODUCT DEVELOPMENT
    SONEMSERVATIONS ON THE PSYCHOLoGrCAL ASPECTS OF SMOKING 8EHAVIOUR
    R.P. FERRIS
    1 SUMMARY
    GUECTIVE:
    To outline the functional significance which smoking has within the context of
    the smokers' negotiation of everyday life, placing particular emphasis an
    huran performavc2, stress ca;ing and the Interactions of personality, arousal
    and behavioural smoking style.
    - - - - - - - - - - - - - - - - - - - -
    Smoking has suffered a history of attentions from sciences which have adopted
    very partial perspectives an the behaviour. A psychological interpretation of
    smoking takes a less fragmentad perspective by considering the whole person.
    the whole cigarette, and the way smoking behaviour fits into the individual's
    repertoire of 'life skills'. A life skill may be defined as a particular
    personal performance attribute which contrioutjs to an individual's
    effectiveness or well being. Typical life skills would be caging with itress:
    problem solving; social skills and similar beharvioural situations.
    The contention of this paper is that to understand smoking. just as any other
    behaviour, it is necessary to consider it as a process 'embedded within
    everyday lift. Smking Is then seen as a personal tool used by the smoker to
    refine his behaviour and reactions to the world at large.
    It is apparent that nicotin* largely underpins these contributions through Its
    role as a generator o*f central physiological arousal effects which express
    themselves as changes in human performance and psychological well-being.
    ui
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    BATCo document for Legal Services -. Health Canada 21 October 1999

    




    Evidence is Considered illustrating that $moking my have a facilitating
    effect In areas sucls as:
    Improved selective attention
    improved sustained vigilance
    efficient stress/coping strategy
    eas3nq of social interaction.
    Recent studies have shown that smakets placed In extreme conditions of
    relaxation or stress demonstrate an abtUty to ase their smoking to adjust
    their personal level of arousal to Cape wiiLthe Situation. A corollary Is
    that a smaktr should be able to perform b*tt@:f-.an tasks undertaken in
    stressful or boring situations. An increasing Meratuav provides evidence
    that this is 9&. smokers gaining measurable increiQft, particularly in boring
    (low arousal) sttlLations requiring sustained attentioit~--raactiea time
    performance. dr viliTance.
    The relationship of persoWity type to personal arousal rtqufieWnt and hence
    to smoking Is outlimW In tetm of the extravers I on-i ntraversi oft* I imens i as. -
    The predominance of extram s 11L the smoking population is explained in term
    of a higher central phystalogicai'Zoquirement for arousal In such
    personalities (i.e. extrav*rty have lower basal arousal than introverts). The
    consequence of psych*-physiologtcnl-diffirwnces between introverts and
    extraverts is discussed In terms of dlffert~q, requiremients from the product
    from these two groups, the extravert being siii;~-tc smoke In order to increase
    general arousal and res;onsivity. and the imtrov6tbeinq seen to smoke
    somewhat more for the visual and tactile aspects of --t" behaviour (hence an
    observed preponderance of tAtroverts In the Im tar sogaiint. and the
    observation of Increasing references to visual/tactile aswAs of the product
    among such smokers). It is further hypothesised that =okin1r.-!uy perform Ue
    function of a discrete portable mild blo-stressor which com substAtute for the
    function of physical exercise in social situations where suck-behavtmor may be
    inappropriate.
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    BATCo document for Legal Services : Health Canada 21 October 1999

    




    -$I-
    A model of smoking which Seeks to unite hitherto disparate attemPts to CxPlAln
    smoking In terms of A) behaviour and performance and b) social effectiveness
    and well being is outltned.
    The model Is based an the otm"ved strong association between averting of eye
    gaze and cigarette lighting/puffing gestures. tye gaze averting has always
    been associated with mo ntary social " withdrawal or Coping. Eye gas& avertift;
    has also been demonstrated in brain activity (EEG) terms. to be de-arousing In
    its'effect. Thus the central hYPOthtsit 04 the model Is that the Cigarette
    may offer the smoker a mechanism of sociaf caping-,iftich is particularly
    advantageous relative to the non smoker, in thi~-sfnsv ftat the same factor
    which Is. operating at the social level as a meant7of withidrawal/coping may be,
    in the same actj.lighting or puffing) providing the-ViCqtilee Which Will
    sustain Intemal -ohisiological arousal.
    In summary. the sowgi6ir.9sychological perspective an smakingLak"S thiLcase
    for viewing it as a bem;~aor&l to'ol in everyday life. a man% 0-4untal life
    skills such as problm selvirqr~,arousal/mood state control. soci&Y-^Skills mid
    stress management.
    Now we use this perspective In terms' c~ marketing action requires careful
    consideration since matt of this evidence'As ostensibly of industry strategic
    defence value. However product development',to aptimiso efficiency of nicotine
    delivery. and a better understanding of the 40AI-tactilel smoker (albeit a
    liieite4 segment) are obvievs starting points A
    .'s
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    BATCo document for Legal Services : Health Canada 21 October 1999

    




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       health addiction manag ement
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       The structure of nicotine anti
       acetylcholine
       Nicotine'
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       --n
       Boredom Interest Excitement
       Sleep
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       Stimulant Drugs
       Ca
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       "Yerkes-Dooson" Law
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       Low
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       (D
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       PUNISHMENT OiMbic inhibition)
       X
       =r
       BRAIN SPECIFIC
       0
       EFFECTS
       0
       REI"RD (noradrenaline/dopamine)
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       High "EDONICALLY OPTIMAL
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       PERFORMANCE
       CL i", "
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       cr Low --l AROUSAL  High
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       .. 'Low AROUSA~,, 4 High
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    Deviation from b2seline alpha
    activity in three,groups under
    conditions of (a) relaxation"and
    (b) stress Real Cigarette
    RELAXATION @-a. Activity Control
    Situation Control
    +io
    Deviation
    I of O/a-'d' 0.
    from
    baselin, e. 0.
    -20-
    -30. -4 -2 0 2 4 6 85 1b' 102
    Start Finish (Time in-
    Sm6king Smoking m in utes
    +20- STRESS Real Cigarette
    Activity Control
    Situation Control
    Ar,
    +10.
    Deviation
    of % Id' 0.
    from
    baseline
    sc
    t "I
    'tuat"
    A I
    10j
    -20
    I , -4 -2 *6 , i 1*0
    Source: Start Finish (Timq in
    Mangan &Golding (1978) Smoking Smoking  minutes--*-)
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    The reaction time of high= and fowl
    arousal smokers
    120- LoW-2rousal situation
    .1 00*_
    so-
    Reaction time in Cig I Cig 2
    smoking sesstw 60
    in percent 'of ndn-_. 60 20 , 4b do 100
    smoking value
    104 High-arousal situation
    100-
    Cis-, I z,;.'-'~7CJg 2 - L
    921 40
    0 2b eo,.' do ~100
    Time (MIrtute*
    "j. L
    I- High arousa.1 smokers
    Source: Myrsten et al 0 975) 4>- Low arousal smokers L
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    BATCo document for Legal Services : Health Canada 21 October 1999

    




       0
       0
       CL
       0
       Visual reaction'time. under
       smoking and control c(nditions
       (D
       Q
       CA 500-
       460-
       420-
       0 Reaction t1moo,
       Msec
       380-
       CL
       Control
       4#+- Smoking
       0 340- pig. Mg. Cig.
       0
       PIL 2
       0
       Cr
       300 1
       CO k. 0 .20 40 60 80 100
       (0 . . t' . I
       C) 8ource: Frankenhaeuser pt a/ 0 97 1) Time, min
       C-D
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       0
       0
       CL
       VEIL
       r
       0
       to
       COMPENSATION'
       The tendency for a smol(er to obtain a similar
       X
       delivery, intake and uptake of smoke constituents,
       0
       11)
       on a daily basis, from a variety of products with
       differing stcl
       pdard (machine -smolced) deliveries.
       0
       10
       VEIL , I I . i.11
       Cr 'I
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       J LJ J.1V __j
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       FULL COMPENSATION - when daily intal(e of smoke
       constituents is independent of
       i CA
       (D staq
       ,4ard delivery of produ~t
       (D rgnoked
       X
       0 NO COMPENSATION when a smokers behaviour (include-
       W I
       ID ing consurnption, pu f fing and in -
       CL
       halation) is the same regardless of
       tl~q -product. and smoke uptake
       -depends on- the standard delivery
       Cr
       CD
       T4
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       ROLE OF NICOTINE: HYPOTHESES
       IF smokeys are ADDICTED to nicotine then:
       (D
       CD 1. The nicotine smokers gq
       from cigarettes may be
       CD replaced by nicotine from alternative sources
       0 2. Cigarettes of diff6rent strengths sl~quld be sirnoked
       differently,,e.g. smokers given a -low/reduced delivery
       0
       cipprqtte should smoke it -more intensively (and vice
       0
       k P
       113
       v6rsa)
       C)
       to 011
       -4
       ? 9 9 (f ~ 0 0 g, r- r- r- r-: ff- r- Mr- r- r__ r"W" P-004 0M.0" pft~% PV" 1-" -1,~

       


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       (D REPLACEMENT FROM OTHER SOURCI
       ~s ?
       (D
       to INTRAVEN01,15 SALINE OR NICOTINE during a task.
       fu LUCCHESISCHUSTER 6mg = no effect. 22mg (17 M.t. cigs) produces 301/0
       co
       (D & EMLEY
       drop in smoking during task + Ion er but ts
       CD
       CD NICOTINE TABLETS: 5Q!ng daily. tio effect
       JARVIK GLICK &
       (buccal absorption)
       NAKAMURA
       0
       CL , I
       N " I V NICOTIN~-,GUM 137% reduced smokingwiti, gtilij,
       RUSSg~L -.10"
       0 3114 r~duckjon with placebo
       0 CD
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       C
       3 sured
       (D Absorption of nicotine (as mea
       by the rise an, blood levels) with
       different methods of nicotine
       administration
       50 plasma nicolino levels following
       Concentration tile inhalation of sticcessivo pulls
       0 of cigarette smoke, 01 pulsed
       CD of nicotine 40 Intravenous injecti0o of nicotine.
       in blood
       nicotine levels found with buccal
       plastna absorption of nicotine from
       CD 30 cliewing I and those expected
       N11ad ciijar smoke.
       with non-Yn
       nicotine levels with non-inhaled
       0
       (Nanograms per Pgarotle emolm.
       �� millilitre)
       10 non-delectable plasma levels
       .50 following oral Inoeslion of nicotine
       In gelatin capsules,
       0 2
       40-0. *t11 Cigarettes or nicotine injections
       0
       4- 0 6 -Gurn
       Hours
       01 Sources, Isaac and Rand 1969.1972; Haineq at a). 1974; Armitage el al. 19-1
       CD -4 ell and -
       4 Russell, Feyqrabend, and Cole 1976b*, ArMitage ef aL 1978; Russ
       Feyerabend 1980..
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       C to change in nicotine yields:
       (D
       data from experiments
       25 y -1.03 +.206x
       Increase In r .59 p < .01 013
       M 09
       cc 03
       Cigarette 20
       *17 02 10,
       CA Consumption W C
       T
       (D 15
       % oil
       (D 10- 112~ 10001
       05 Oil
       (D 5-
       13) 015
       X
       =r 0- 06
       014
       -5
       0) , " t
       `60 70 60 60
       ib 20  30
       12
       Reduction In Ni6otlne Yield %
       L
       0 r coeffident pf'correlation; the rqgression eqpWon defines the slope and position of tile lifie,
       0 Nhich best,.~ts the experimental dala. The nufteM(l points refer to the following sill(lies:
       0 1 F16 hegan, Larson. and Haag (1945) 12  Forbes el a/ (11976)
       ra
       '00000
       Cr -2 .'Russell et at (1973) 13 Schachter (1977)
       (D i
       "It 3 Turner, Sillett. and Ball (1974) 14 Mangan and Golding (1978)
       -h C) 4 Turner, Sillell. and Ball (1974) 15 Qrelghlon and Lewis (I 978b)
       co cn
       co -4 6 Guillerm et a/. (1974) 16 Adams 0 978)
       to 00 6 Freedman ahd Fletcher (1976) 17'  Ashton, Stepney, and Thoiripson (I 978c)
       7-11 Goldfarb el at (1976) 1 A r1somprin rand I I n-70%
       YeJ99,90c)~

       


    Sales weighted nicotine deliver~
    and annual consumption
    of cigarettes i 965w-75
    8
    Men
    Annual 7
    consumption.
    of cigarettes 6-
    per smoker
    41000's. 5- Women
    4J
    2-1-
    .2.0' *.
    Nicotine
    delivery
    mg/cIg
    e n
    ~Women
    1.5-
    69 7'1 75
    1965 67 73
    Year
    Source: Lee (1976): Tibles 7, 1 7M, and 17W
    L
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    BATCo document for Legal Services : Health Canada 21 October 1999

    




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       BELATEp.,ro REDUCED
       PTION IS
       CONSUM
       NICEYrINE
       0
       BUT ON THIS IBASIS'�
       rise in consurylption,
       joly. reducti0l' IzI ni -
       0 ption
       in consurn
       redu�tion in nic
       hi R AT THE
       ATION MPST (CCU
       0 MOST �oMPENS
       0 T�' LEVEL
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       to . Pqr minute duration
       co Puf f
       Q MACHINE
       :2 INED)
       0 (ALL J;MOKF,, RETA
       (D
       9; . P .
       =r " 1, E~
       0
       butt length
       puff number
       THE HUMAN *_11
       CL k j art-
       (drawn smake P
       Puf t duration
       BEING I .
       jally retaincld de
       0 j ,
       puff volume
       pending oil timing
       puff spacig, 9'
       Cr
       (D and depth of
       inter-puff WNW
       puff pressure inhalation)
       CD
       00
       0 9
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       UD
       0
       0
       0
       J 4.4
       Expected and observed inicotine
       intake in a brandwswitching
       0
       m9 experiment
       Rise In blood
       plasma nicotine
       CA
       CD nanograms, per millilitre
       26
       CD 24
       22
       20-
       CD
       X 18-
       16
       0
       14-
       su 12-
       0
       6-
       4
       0
       U1
       0
       1.8 1.40.6 mg nicotine 1.8 1.4 0.6
       mob=
       Co
       Co Cni High Own Low Brand High Own Low
       Cn
       OD Expected values Actual valties
       ~ource: Ashton, Stepney, and Thompspn (I 979b)
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       0
       0
       CL
       0
       J.W. Puff Frequency and Duration
       I CD
       0 1 2 3 pull duration Mean pull duraWin 1.74 secs
       all tcig. III x cig. out In seconds Mean intetiAlif hilerval 55.6 secs
       1.91.5 2.5 i.4 1.5 ~.4 1.7 1.0
       U2 Iffil NMI
       0) -7
       t rl 12 r3 r4 r5 ro r rf I
       Ch Craven A x
       (D
       1.61 0.9 2.6 1.4 1.6 1.~ 1.3 1.3:1.7
       Mean puff duration 1.51 sec-.,;
       (D P2 F3 r4 F5 r6 r7PA P9 rl
       W ti 0 Mean Inlerptill intowal 23.4 secs
       x
       Silk Cut No. 3
       (D 0.81.91.6 2.0 1.9 1 A 1.9 1.2 1.1 1.4
       Mpan puff duration 1.52 secs
       0 Mean InterpUff interval 26.7 socs
       7
       6 7 re P9 P,
       t f1l r2 P3 P4 PS ')r
       x
       0 Silk Cut No. 3
       CL
       W
       0 60 120 180 240 300 3CO 420
       2 4 5
       0 Time siq * I
       ~qe start of smoking
       represents one puff, the puff duration is given above. ill seconds.
       0
       Cr
       (D The Interval between puffs Is shown by the distance between the numbered
       C) vertical lines, measured along the bottom scale.
       Cn
       CO Subject smoked Craven A 1.3 mg nicotine, and Silk Cut No. 3,0.7 mg.
       Source: Ashton et aL (I 979a)
       F- r- # -- r~ I w- * r-- rr" P--% P-.o 9-a" w % . ~~ ~ .-- - - -

       


       w
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       CONCWSIONS
       fu
       COMPENSATION IN TERMS OF INTENSITY OF.
       0
       SMOKING PATTERN WA$ OBSERVED
       (D
       X
       0
       IN THIS CASE..'%DOWNWARY COMPENSATION WAS
       MORE rePMPLETE THAN *UPWARU COMPENr--;ATION
       CD
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       M. .
       Individual Traits and Group
       Characteristics by which a'Group of
       Smokers can be distin ' guished from a
       Group of NonwSmolcers
       to 1
       Demographic Characteristics
       (D More men (U.S. Public Health'Service, 1970)
       Proportionately more 25-r.to 45-year-olds (U.S. Public
       0 Health Service, 1970)
       Lower mean socloeponornic class (Salber and MaWahon,
       1961)
       Proportionately. fewer college men (Hipins ot a/., 1967;
       0 Lilienfeld, 10 ' P9)
       More urban*, residents (Higgins et pl-VI 967)
       0
       Cr
       lot
       W
       Cn
       Ln
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    individuai Ti raits and Group
    Characteristics by which a Group of
    Smokers can be distinguished from a
    Group of NonnSmokers
    Life-Style Characteristics
    More business-oriented in occupati6rt (Seltzer, 1 G 64)
    ,"do
    Poorer academic performance (Veldman and Brown, 196.c.
    Pumroy, 1967; Salber, MacMahon and Wetsh, 1 1962)
    More users of alcohol (Higgins, Kjelsberg and Metzner,
    1967; Lilienfeld, 1959).,
    Religious service attendance less frequent (Catte-1.1 and
    Krug, 1 N9 67; Straits and Sechrest, 1963)
    :onately higher frequ6npe of marriages and job
    PrQpor'Li
    changes (Lifienfeld, 1959)
    Higher incidence of prior hospitalisations (Lilienfeld, 1959.
    Higher incidence of smoking among.parents (Salber and
    Abelin, 11.967)
    More active participation in sports (Ulieftfeld, 1959)
    More auto accidents (lanni and Boek, 195%,
    More users of coffee and tea (Lilienfeld, 195%.
    More job change, marriage, divorce, traffic accidents
    'Matarazzo and Saslow, 1960)
    13NW
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    N)
    BATCo document for Legal Services : Health Canada 21 October 1999