Joel Cohen, Ph.D.
Plaintiffs' Expert Witness
Joel Cohen, Ph.D., is the Distinguished Service Professor of Marketing at the University of Florida. He is the Director of the University of Florida’s Center for Consumer Research. Dr. Cohen has extensive knowledge and expertise in the areas of consumer behavior, marketing and social psychology. Dr. Cohen has studied consumer behavior specifically in the context of tobacco for over twenty years.
Dr. Cohen testified that, prior to the launch of Marlboro Lights and Cambridge Lights, Philip Morris fully understood that smokers were concerned about the negative health impact of smoking. Dr. Cohen also testified about the disinformation campaign in which the tobacco industry, including Philip Morris and the Tobacco Institute, cast doubt on every statement issued by the Surgeon General or other scientists that attempted to link smoking and disease. According to Dr. Cohen, the disinformation campaign had the effect of reducing dissonance for smokers and thus led them to continue smoking. Dr. Cohen also testified that the introduction and marketing of low tar brands, including Marlboro Lights, reduced smokers’ dissonance and retained people in the market by making them more comfortable about smoking. Dr. Cohen further stated that the terms “lowered tar” and “light” imply health and provide health reassurance. According to Dr. Cohen, the terms “light,” “low tar” and “lowered tar and nicotine” appearing on Marlboro Lights and Cambridge Lights were universally understood and perceived by all smokers as safer. He further testified that everyone on earth, with the possible exception of individuals with a death wish, should prefer the attribute of health that attaches to the “light” and “lowered tar and nicotine” cigarettes.