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Gene Shore was a clinial psychologist who advised RJ Reynolds from 1988 on. There are 1068 documents with his name attached in the tobacco archives. He came from clinical pychology background at the Albert Einstein Medical Center and he als worked at the School of Education, University of Philadelphia.

For the tobacco industry, his forte appears to have been in how to encourage teenagers (or as they euphemise the term — "Young adult") to take up smoking. He prepared a number of reports for Reynolds on the characterisation of their cartoon character, Joe Camel.

He also lectured to maketing people at Reynolds on a fairly regular basis. They treated him like a guru.

In 1990, for instance, he was helping the Delta II task force.

The goal of the Delta II task force is to provide an up-to-date assessment of current and emerging wants of specific smoker groups and identify technology-based new brand opportunities which will address anticipated business opportunities.

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• Gene Shore Associates. Narberth, PA

• Clinical Psychologist - He was Chief of Clinical Psychology at the Albert Einstein Medical Center and taught psychology at the Graduate School of Education at the University of Pennsylvania.
    His company now focusses on consumer psychology via qualitative research.

1985 /E: Part of a discussion group looking at the "Young Adult market" (18-24) along with a couple of teenage experts marketing from Rolling Stone magazine, and various others marketeers working for Coca Cola, etc.

1989 March 27: He is conducting some secret research in Orlando, Florida on what was the Premier/SPA non-cigarette tobacco smoking project.

1990 Feb 26: He is advising the Delta II task force, which was working on the development of a younger woman's cigarette. For this he received $10,000. It was codenamed "Cleaner" for beginning smokers.

1990 May 14: His observations on the "Cleaner" and TESA projects.

The benefits of less smoke, aroma and stain may create significant consumer changes and category changes because of the heightened confidence, self-esteem, and feelings of control these will offer smokers .

    "Cleaner" would likely have at least 2-3 waves of successive triers, and each subsequent wave may be broader than the earlier one: Earliest triers may be women and some men who appreciate the personal and some social benefits, feel they are imposing, but feel they have their right to enjoy smoking .

1993 Sep 2: Contract between Gene Shore Associates and RJ Reynolds for research into smokers motivations and attitudes for $63,615. He was not to provide similar services to other tobaco companies.

1995 May 3: Lecturing to RJR senior marketing staff.

1995 May 22.: Conveying some reports to RJR

1995 Sep 14: In August psychologist Gene Shore had sent RJR a report "Connecting Joe and Camel to Gen X Smokers". His analysis suggests the cigarette company should appeal to the rebel nature of teenagers:

"Overall, Gene agrees that significant marketing opportunity exists for Joe among 21-29 year old Generation X smokers, especially in the realm of fun and excitement. However, he believes that some changes are necessary to make him more relevant and, therefore, appealing. Currently, Joe is cool but he is cool by the rules. This is potentially problematic given that this smoker group is typically skeptical of anything that represents establishment (and all that it entails)."