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Demarketing tobacco through governmental policies - The 4Ps revisited

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Author Info

  • Shiu, Edward
  • Hassan, Louise M.
  • Walsh, Gianfranco

Abstract

Governments in many developed countries are increasing their efforts to reduce smoking. In line with their commitment for action, governments use anti-smoking advertising to highlight the health risks of smoking and regulatory measures to dissuade consumers from consuming tobacco. In the past, governments tended to take these steps in isolation, now they are more likely to combine these strategies as part of a demarketing mix. However, relatively little is known about the differential impact of these demarketing mix elements in relation to consumers' intention to quit smoking and other important outcome variables. This article presents a conceptual model linking the 4Ps in a demarketing context with three outcome measures: consumers' attitude toward the tobacco industry, consumers' attitude toward smoking, and consumers' intention to quit smoking. The authors use empirical longitudinal data to test the model and the results suggest that the four demarketing mix elements affect smokers' attitudes toward the tobacco industry and smoking, as well as their intention to quit over time. Further, the results from structural equation modeling analysis indicate that not all four demarketing mix elements are equally effective in inducing consumer behavior change.

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Bibliographic Info

Article provided by Elsevier in its journal Journal of Business Research.

Volume (Year): 62 (2009)
Issue (Month): 2 (February)
Pages: 269-278

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Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:269-278

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Web page: http://www.elsevier.com/locate/jbusres

Related research

Keywords: Governmental demarketing Anti-smoking Attitude Longitudinal;

References

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  1. Saffer, Henry & Chaloupka, Frank, 2000. "The effect of tobacco advertising bans on tobacco consumption," Journal of Health Economics, Elsevier, vol. 19(6), pages 1117-1137, November.
  2. Pechmann, Cornelia & Knight, Susan J, 2002. " An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 5-19, June.
  3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
  4. Erickson, Gary M & Johansson, Johny K, 1985. " The Role of Price in Multi-attribute Product Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 12(2), pages 195-99, September.
  5. Hoek, Janet, 2004. "Tobacco promotion restrictions: ironies and unintended consequences," Journal of Business Research, Elsevier, vol. 57(11), pages 1250-1257, November.
  6. Lee, Michael S.W. & Fernandez, Karen V. & Hyman, Michael R., 2009. "Anti-consumption: An overview and research agenda," Journal of Business Research, Elsevier, vol. 62(2), pages 145-147, February.
  7. Maxwell, Sarah, 2002. "Rule-based price fairness and its effect on willingness to purchase," Journal of Economic Psychology, Elsevier, vol. 23(2), pages 191-212, April.
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Cited by:
  1. Hopkins, Christopher D. & Shanahan, Kevin J. & Raymond, Mary Anne, 2014. "The moderating role of religiosity on nonprofit advertising," Journal of Business Research, Elsevier, vol. 67(2), pages 23-31.

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