Learning Objectives: Describe three tobacco industry concerns about young adults, research it conducted to answer those concerns, and the conclusions that were reached.
Abstract: Problem: The tobacco industry has been very interested in smoking attitudes and behaviors of children and young adults. During the late 1980’s and early 1990’s it devoted substantial resources into studying this market. The intention, of course, was to increase market penetration and market share.
METHODS: Analysis of tobacco industry documents via tobacco document websites and materials available at the Minnesota Tobacco Document Depository.
RESULTS: The tobacco industry sought to determine not only what this market liked about smoking. It also studied smokers’ images of the brand they smoked, and the images they had of rival brands and the people who smoked them. For example, in 1989 Philip Morris was very worried about Joe Camel and how it could affect Marlboro sales. This paper will discuss findings from these documents and videotapes of industry focus groups. Other industry research included explorations of potential brand extensions and new brands aimed at this market.
Discussion The tobacco industry's public posture is that it does not want youth to smoke. Close scrutiny of its past research practices provides insight into its current behaviors.
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