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A review of the effect of cigarette advertising

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  • Capella, Michael L.
  • Webster, Cynthia
  • Kinard, Brian R.

Abstract

Because of the inconsistency in the findings from past decades of research and the lack of consensus regarding the relationship between advertising exposure and cigarette consumption, the large body of extant research on the effectiveness of cigarette advertising has generated equivocal conclusions on this subject. Therefore, we conducted a comprehensive meta-analysis of cigarette advertising research to determine what impact, if any, cigarette advertising has on cigarette consumption. Unlike previous attempts to synthesize the cigarette advertising literature, this study examined three specific levels of the criterion (i.e., initiation, continuation, and brand behavior) rather than examining only aggregate consumption.

Suggested Citation

  • Capella, Michael L. & Webster, Cynthia & Kinard, Brian R., 2011. "A review of the effect of cigarette advertising," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 269-279.
    • Handle: RePEc:eee:ijrema:v:28:y:2011:i:3:p:269-279
    DOI: 10.1016/j.ijresmar.2011.05.002
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