Smoke and Mirrors: Mapping the Dimensions of a `Cigarette pace'

Smoke and Mirrors: Mapping the Dimensions of a `Cigarette pace' The Method of Sorting is a widely-used research tool for quantifying human cognition. It allows informants to provide data that are generally analysed with multidimensional scaling. Here the method was extended to collect additional information. In combination with the Method of Triads, it was applied to 36 brands of cigarette, resulting in a three-dimensional `Cigarette space', where the dimensions correspond to the main criteria on which brands were compared. Previous research, including reports from within the tobacco industry, provides points of comparison. One dimension resulting from tapping into the informants' accumulated expertise was closely correlated with tar content and can be identified as `strength' – in effect, a Strength scale for cigarette brands, allowing the informal distinction between light and heavy smokers to be refined. Other dimensions correspond to other aspects of taste. In a validity test, the map proved to be congruent with the same informants' preferences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Smoke and Mirrors: Mapping the Dimensions of a `Cigarette pace'

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Publisher
Kluwer Academic Publishers
Copyright
Copyright © 2003 by Kluwer Academic Publishers
Subject
Social Sciences; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1023/A:1027327206698
Publisher site
See Article on Publisher Site

Abstract

The Method of Sorting is a widely-used research tool for quantifying human cognition. It allows informants to provide data that are generally analysed with multidimensional scaling. Here the method was extended to collect additional information. In combination with the Method of Triads, it was applied to 36 brands of cigarette, resulting in a three-dimensional `Cigarette space', where the dimensions correspond to the main criteria on which brands were compared. Previous research, including reports from within the tobacco industry, provides points of comparison. One dimension resulting from tapping into the informants' accumulated expertise was closely correlated with tar content and can be identified as `strength' – in effect, a Strength scale for cigarette brands, allowing the informal distinction between light and heavy smokers to be refined. Other dimensions correspond to other aspects of taste. In a validity test, the map proved to be congruent with the same informants' preferences.

Journal

Quality & QuantitySpringer Journals

Published: Oct 17, 2004

References

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