Psychometric study reveals why people really like smoking (RAI, PM)

Why do people like smoking cigarettes' It depends on the person.A study, published a few years ago by market research pioneer Howard Moskowitz, identified at least three types of smokers and other market patterns. Some people think smoking helps themlivefor the moment and have fun. Some people think smoking centers them and calms their nerves. Some people just like smoking and dont think about it beyond that.Of course, this islooking only at why peopleconsciously like smoking. It's not considering the psychobiological effects of nicotine and other chemicals that make cigarettes addicting.Moskowitz, who holds aPh.D. in experimental psychology from Harvard,developed a technique that asks participants to ratedescriptions thatmix and matchdifferentterms to identify hidden preferences.Were reviewing some of his research, from insights that led to the creation of Extra-Chunky Prego pasta sauceand Cherry Vanilla Dr. Pepper tohis recent plan to help Donald Trump.In the tobacco study, conducted for an unnamed client, 102 smokers were asked how close various descriptions came to their ideal smoking experience. According toMoskowitz, they fell in around equal numbers into three types.The firsttypementioned abovecalled "grab life" people in the studyresponds positively to idealistic phrases like "live for today," "to help you enjoy life," and "be true to yourself."The secondtype"centering self" peopleis only interested in smoking when its described in certain ways. They respond very positively to "strong and rich taste," "a soothing experience," "for when you are under pressure," "quickly calm your nerves," "creates a feeling of freedom," and "filtered for a healthier smoke."The third type"touchy relaxers"is very open to smoking in general but doesnt want to talk about it. They respond negatively to almost every description except "relaxing with friends."The study also identified preference patterns among existing groups, breaking down respondents by brand preference, demographics, and more. Marlboro smokers responded positively to mentions of "Marlboro" and "worlds finest tobacco." In fact, most smokers have a positive or neutral response to the word "Marlboro"asign of a strong brand. Newport smokers responded positively to "a soothing experience," "Newport," "party," and "live for today." Camel smokers responded positively to "quickly calm your nerves," "a soothing experience," "creates a feeling of freedom," and "worlds finest tobacco." Strangely, they have a slightly negative reaction to "Camel." Pall Mall smokers responded positively to "Pall Mall," "a soothing experience," "worlds finest tobacco," and "free to choose."Meanwhile, female smokers responded more positively to brand names and descriptive traits. Male smokers were more likely to want cigarettes plain and simple.Moskowitz says the client that backed this study never followed up with him, so he doesn't know if they're using these insights. Regardless, hewrites in the study that big tobacco historically "purchased the best research minds to help them understand the mind of the consumer."Cigarettes, needless to say, are horrifyinglybad for your health.SEE ALSO:58 cognitive biases that screw up everything we doDON'T MISS:Why gas stations love cigarettesJoin the conversation about this storyNOW WATCH: This is what your lungs look like after just 20 cigarettes
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