cigars in a Christmas festive atmosphere

 
In a world saturated with instant gratification – whether through social media likes or fast-food cravings – cigars stand apart. They invite us to slow down, savor the moment, and embrace the right to pleasure through good cigars, reconnecting with mindful living.

More than a mere indulgence, cigars embody life’s richness, offering a deliberate pause in our fast-paced existence.

This is why we must talk about pleasure.

What is pleasure?

The concept of pleasure has been debated for centuries, often dismissed as mere indulgence for the hedonistic or privileged. Carlo Petrini, founder of the Slow Food movement, reframed this debate. He argued passionately that pleasure is not a vice or a luxury; it is a fundamental human right. Without pleasure, he contended, how can life be meaningful, balanced, or even fully lived?

And yet, the idea of pleasure as a “right” can make some uneasy. Does it suggest excess? Does it contradict the virtues of hard work? These objections miss the point. Petrini’s vision wasn’t about indulgence – it was about mindfulness, respect, and balance. True pleasure, he said, comes from valuing what we choose and savoring it fully. When we approach cigars mindfully, we honor not only the craft, culture, and sensory expression behind them but also the ecosystems and communities that sustain them. Therefore, pleasure is a celebration of life itself, rooted in ethical and thoughtful consumption.

Epicurus, the ancient Greek philosopher often misunderstood as a proponent of gluttony, advocated for a nuanced understanding of pleasure, emphasizing mental tranquility (Kahneman et al., 1997). Similarly, Michel Foucault viewed pleasure as essential to personal autonomy, connecting it to freedom and self-determination (Foucault, 1985). While not formally recognized in legal frameworks, the right to pleasure can be understood as an intrinsic human right, allowing individuals to seek and experience pleasure without undue interference or coercion.

In fact, the right to pleasure ties into human rights as reflected in the United Nations’ principles protecting dignity and privacy, supporting the idea that individuals have the right to pursue happiness and engage in fulfilling activities (United Nations, 1948).

Pleasure and gratification

Pleasure and gratification often overlap in consumer behavior discussions. While we often talk about pleasure in a generic sense, researchers define pleasure as typically characterized by a momentary feeling of enjoyment or satisfaction often linked to immediate rewards (Kahneman et al., 1997). In contrast, gratification refers to a more enduring sense of fulfillment that develops over time through deeper engagement with an experience (Lyubomirsky et al., 2005). This distinction is particularly relevant when analyzing cigar purchasing habits.

In fact, while hype purchasing offers fleeting satisfaction, savoring cigars provides deeper, more enduring gratification.

The Influence of Hype Purchasing

Hype purchasing, often driven by marketing strategies and social influences, exemplifies the pursuit of instant gratification. Consumers are frequently encouraged to buy cigars based on commercial trends or limited edition offers. This purchasing pattern often leads to a temporary spike in dopamine – a neurotransmitter associated with pleasure and reward (Berridge & Robinson, 2003). This dopamine surge can make us more impulsive in our decisions; we can find ourselves in a cycle where we seek quick thrills that ultimately leave individuals feeling unfulfilled and craving more buying.

Hype purchasing aligns with what is often called treadmill-type behavior. As hedonic adaptation suggests (Brickman & Campbell, 1971), repeatedly buying into hype – especially when only having a mediocre savoring experience – leads to diminishing returns, where the activity ceases to bring any additional enjoyment. Shortly after chasing newly hyped cigars, we often find ourselves back where we started, ready to resume the hunt – this time, even more compelled to align with our target social group.

The excitement of chasing hype is intense but short-lived. We can reclaim the right to pleasure through good cigars by focusing on mindful choices that lead to lasting enjoyment. The fleeting thrills from hype purchasing can result in feelings of emptiness and guilt as consumers realize that their purchases do not lead to lasting happiness (Kivetz & Simonson, 2002).

Equally, the frequent pressure from tobacconists to explore a wide variety of cigars, so you understand your own preferences, could be beneficial if accompanied by meaningful sensory education. Without this guidance, however, it often results in superficial experiences that dilute genuine enjoyment and lead to increased frustration.

In addition, if we consider the regulatory risks that the cigar industry is still concerned with, hype purchasing creates a perception that premium cigar consumption is similar to that of cigarettes, which typically involves more frequent and habitual use. In reality, premium cigar users in the United States smoke an average of 0.1 sticks per day (Edwards, K. C., et al., 2023).

Savoring cigars

In contrast, the act of savoring cigars is rooted in a more profound appreciation for the experience itself. It embodies the right to pleasure through good cigars, as enthusiasts engage not for nicotine but for the complex flavors and craftsmanship that elevate the experience. This process aligns with the concept of enduring satisfaction; enjoyment builds over time as one learns to recognize and appreciate different flavors and blends.

The fleeting rewards of hype purchases can lead to a drop in dopamine levels, the neurotransmitter associated with pleasure and reward (Cohen & Pressman, 2006). On the other hand, savoring cigars fosters lasting satisfaction, enriching the experience over time. This is probably the best way to prolong the enjoyment of our hobby’s pleasures – they’re truly worth savoring in our lives.

In fact, such deeper gratification involves wanting but especially liking and learning. While liking is about experiencing joy, learning associates experiences with future rewards (Berridge & Robinson, 2003).

To what extent is happiness within our control?

Researchers suggest that 50% of our happiness is determined by genetics, 10% by life circumstances (such as income or religion), and 40% by intentional activities (Lyubomirsky et al., 2005). This model suggests that while our genetics play a significant role, each of us can significantly influence our happiness through our actions and choices.

Again, based on treadmill behavior: if you regularly smoke cigars you purchased based on hype, you’ll likely find many of them less pleasurable right after you bought them. This phenomenon holds true for many other pleasures in life.

What is a good cigar?

Some argue that cigar quality is best judged by the consensus of reviewers. While high ratings may sometimes indicate good quality, this method is not reliable.

Quality is measured at various stages of cigar manufacturing, but it extends beyond craftsmanship and expert opinions. This is why perceived quality is so crucial. It serves as the basis for consumers ultimately judging cigars based on taste and overall experience (Zeithaml, 1988). Generally speaking, perceived quality reflects how well a cigar meets personal needs and preferences; high perceived quality often leads to greater customer satisfaction.

The sensory narratives in the cigar enjoyment

Research highlights the significance of flavor in the preferences of premium cigar users. While premium cigars are typically savored without added characterizing flavors, a study found that 40% of users agreed with the statement, “they come in flavors I like”, compared to over 68% of users of other cigar types. This disparity may be attributed to the increased marketing efforts by premium cigar brands to highlight perceived cigar flavors even when no characterizing flavors are added to the cigars (Edwards, K. C., et al. (2023).

At Cigar Sense, more than 80% of members indicate that flavor is the most important criterion for choosing new cigars to try. These statistics underscore how vital the sensory narrative is for premium cigar lovers.

Therefore, by understanding sensory characteristics of cigars and learning hacks that bring us closer to those cigars offering us greatest satisfaction – our experiences will be much more gratifying. Also, the more we enjoy our cigars, the more we cultivate richer experiences and the more likely we are to engage deeply with a brand, regardless of their marketing spend.

Savoring means choosing mindfully; consuming means following blindly. At Cigar Sense, we empower you to embrace the right to pleasure through good cigars, helping you make deliberate choices and deepen your appreciation for every moment. With the forthcoming launch of the Cigar Sense Institute, we’re excited to offer new opportunities for enthusiasts and professionals to explore the art and science of cigar enjoyment. Stay tuned – there’s much more to come!

 

References

Berridge K.C., & Robinson T.E. (2003). Parsing reward. Trends in Neurosciences.

Brickman P., & Campbell D.T. (1971). Hedonic relativism and planning the good society. In M.A. Heller et al., Adaptation-Level Theory: A Symposium. New York: Academic Press.

Campaign for Tobacco-Free Kids. (2023). Not Your Grandfather’s Cigar – Campaign for Tobacco-Free Kids.

Cigar Sense: A decade of research and innovation supporting discerning cigar enthusiasts and forward-thinking industry leaders. Cigar Sense Podcast

Cohen S., & Pressman S.D. (2006). Positive affect and health. Current Directions in Psychological Science.

Edwards K. C., et al. (2023). Patterns of Premium and Nonpremium Cigar Use in the United States. Nicotine & Tobacco Research.

Kahneman D., Wakker P. P., & Sarin R. (1997). Back to Bentham? Explorations of Experienced Utility. The Quarterly Journal of Economics.

Kahneman D., Diener E., & Schwarz N. (1999). Well-Being: The Foundations of Hedonic Psychology. Russell Sage Foundation.

Kivetz R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research.

Lyubomirsky S., Sheldon K.M., & Schkade D. (2005). Pursuing happiness: The architecture of sustainable change. Review of General Psychology.

Slow Food (1989). Slow Food Manifesto. International Movement for the Defense of and the Right to Pleasure.

United Nations. (1948). Universal Declaration of Human Rights.

Zeithaml V.A. (1988). Consumer perceptions of price quality relationships: Findings and implications. Journal of Marketing.

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