sample="quota" bates="2051989496" isource="pm" decade="1980" class="ni" date="19820826" PHILIP MORRIS U. S. A. INTER-OFFICE CORRESPONDENCE RICHMOND, VIRGINIA To: . Dr. D. M. Ennis Date: August 26, 1982 From: . C. F. Loh Subject: . The Effects of Soft Pack versus Box Packaging of Test Cigarettes on Consumer Perceptions Attached is a report discussing the results of two studies run to determine the effects, if any, that variations in the packaging of test cigarettes have on consumers' perceptions of those cigarettes. Among the salient points discussed in the report are: 1. Relative differences noted between the two cigarettes in each set were not dependent upon or affected by the presentation of those cigarettes in either the soft pack or the box. 2. The absolute ratings of both cigarettes, in terms of mildness, may be higher (that is, the cigarettes may be perceived to be less intense) when the cigarettes are presented in the box. National POL Test 7088--Marlboro Lights 100mm (Soft Pack) versus MF-5 Type A 100mm (Soft Pack) National POL Test 7089--Marlboro Lights 100mm (Box) versus MF-5 Type A 100mm (box) CFL:yl Attachment cc: Dr. M. Hausermann Dr. R. B. Seligman Mr. T. T. Goodale (NY) Mr. J. Zoler (NY) Mr. J. Spector (NY) Dr. C. J. Levy (NY) Mr. R. N. Thomson Dr. W. L. Dunn Mr. L. R. Turano Mr. L. F. Meyer Mr. F. L. Daylor Mr. P. N. Gauvin Mr. C. H. Rowe Mr. M. E. Johnston Dr. D. M. Ennis Mr. J. E. Tindall Mr. F. L. Ryan Mr. H. l. Spielberg Ms. C. F. Loh Central File (2) POL File (Cantile) Day File (4)