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.
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.
- 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.
- 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.
- 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.
- Hoek, Janet, 2004. "Tobacco promotion restrictions: ironies and unintended consequences," Journal of Business Research, Elsevier, vol. 57(11), pages 1250-1257, November.
- 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.
- 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.
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.
If references are entirely missing, you can add them using this form.