Virile Segment. The Right Stuff

{{#badges: Tobaccowiki}} Virile Segment. The Right Stuff

Discusses 90 minute telephone interviews done with 3,456 smokers in May of 1983. Concentrates on a discussion of the "virile core" of smokers, stating, "The Virile Core believes more in conforming, fitting in. They have less social confidence. They are more resistant to change in general and are inclined towards traditional male/female roles and rules. They are less health conscious."

The "conclusions" portion of the report states that the Virile Segment Core is less health-concerned, favor going along with the crowd and its opinions, find "averageness" more desireable and desire the assuredness and confidence of big brands.

Date 19830000
Type REPORT
Bates 505921996/2005
Collection R.J. Reynolds
Pages 10
URL http://legacy.library.ucsf.edu/tid/zxd94d00

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