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To “Vape” Or Smoke? Experimental Evidence On Adult Smokers


  • Joachim Marti
  • John Buckell
  • Johanna Catherine Maclean
  • Jody Sindelar


A growing share of the U.S. population uses e‐cigarettes but the optimal regulation of these controversial products remains an open question. We conduct a discrete choice experiment to investigate how adult tobacco cigarette smokers' demand for e‐cigarettes and tobacco cigarettes varies by four attributes: (1) whether e‐cigarettes are considered healthier than tobacco cigarettes, (2) the effectiveness of e‐cigarettes as a cessation device, (3) bans on use in public places, and (4) price. We find that adult smokers' demand for e‐cigarettes is motivated more by health concerns than by the desire to avoid smoking bans or higher prices. (JEL C35, I12, I18)

Suggested Citation

  • Joachim Marti & John Buckell & Johanna Catherine Maclean & Jody Sindelar, 2019. "To “Vape” Or Smoke? Experimental Evidence On Adult Smokers," Economic Inquiry, Western Economic Association International, vol. 57(1), pages 705-725, January.
  • Handle: RePEc:bla:ecinqu:v:57:y:2019:i:1:p:705-725
    DOI: 10.1111/ecin.12693

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    References listed on IDEAS

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    Cited by:

    1. Donald S. Kenkel & Sida Peng & Michael F. Pesko & Hua Wang, 2020. "Mostly harmless regulation? Electronic cigarettes, public policy, and consumer welfare," Health Economics, John Wiley & Sons, Ltd., vol. 29(11), pages 1364-1377, November.
    2. Michael F. Pesko & Charles J. Courtemanche & Johanna Catherine Maclean, 2019. "The Effects of Traditional Cigarette and E-Cigarette Taxes on Adult Tobacco Product Use," NBER Working Papers 26017, National Bureau of Economic Research, Inc.
    3. Buckell, John & Hess, Stephane, 2019. "Stubbing out hypothetical bias: improving tobacco market predictions by combining stated and revealed preference data," Journal of Health Economics, Elsevier, vol. 65(C), pages 93-102.
    4. Rahi Abouk & Scott Adams & Bo Feng & Johanna Catherine Maclean & Michael F. Pesko, 2019. "The Effect of E-Cigarette Taxes on Pre-pregnancy and Prenatal Smoking," NBER Working Papers 26126, National Bureau of Economic Research, Inc.
    5. Johanna Catherine Maclean & John Buckell & Joachim Marti, 2019. "Information Source and Cigarettes: Experimental Evidence on the Messenger Effect," NBER Working Papers 25632, National Bureau of Economic Research, Inc.

    More about this item

    JEL classification:

    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health


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