The Value of Countermarketing Information to Smokers: Evidence from Field Auctions
AbstractInformation about cigarettes can help smokers come to an informed decision about what cigarettes to purchase. Countermarketing information, which helps counter potentially biased marketing information, can fill this void, but little is known about the value of this information to smokers. In this paper, we use data from experimental auctions to estimate the value of countermarketing information to smokers. We find that countermarketing information has significant value to smokers who have been exposed to marketing information from tobacco companies, but we find no evidence it provides value to smokers not exposed to marketing information
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Bibliographic InfoPaper provided by Agricultural and Applied Economics Association in its series 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin with number 49219.
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field auctions; value of information; cigarettes; Consumer/Household Economics; Health Economics and Policy;
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