Demarketing tobacco through governmental policies - The 4Ps revisited
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
- 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, Oxford University Press, vol. 29(1), pages 5-19, June.
- 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.
- 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.
- 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.
- Erickson, Gary M & Johansson, Johny K, 1985. " The Role of Price in Multi-attribute Product Evaluations," Journal of Consumer Research, Oxford University Press, vol. 12(2), pages 195-99, September.
- Hoek, Janet, 2004. "Tobacco promotion restrictions: ironies and unintended consequences," Journal of Business Research, Elsevier, vol. 57(11), pages 1250-1257, November.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:269-278. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.