Robert Cialdini, Ph.D.
Plaintiffs' Expert Witness
Robert Cialdini, Ph.D., is the Regent’s Professor of Psychology at Arizona State University. His particular field of interest is the study of persuasion and social influence, especially as they reflect on consumer persuasion and influence decisions. He was called as an expert by Plaintiffs to testify regarding the language that was employed on the packages of Marlboro Lights and Cambridge Lights and the effect of that language on consumers exposed to it.
Dr. Cialdini testified that the words “light” and “lowered tar and nicotine” on the Marlboro Lights package and the word “light” on the Cambridge Lights package conveys to consumers a more healthy, less hazardous cigarette. The connotation of that health message influenced all class members in their decisions to purchase Marlboro Lights and Cambridge Lights cigarettes. The principle of the association caused Philip Morris’ health message in the term “light” to play a role in every class members’ choice of Marlboro Lights and Cambridge Lights. Dr. Cialdini testified that if Marlboro Lights and Cambridge Lights did not deliver lower tar and nicotine to the smoker, the use of the words “lights” and “lower tar and nicotine” were deceptive.