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Private Profits and Public Health: Does Advertising of Smoking Cessation Products Encourage Smokers to Quit?

Author

Listed:
  • Rosemary Avery
  • Donald Kenkel
  • Dean R. Lillard
  • Alan Mathios

Abstract

We study the impact of smoking cessation product advertising. To measure potential exposure, we link survey data on magazine-reading habits and smoking behavior with an archive of print advertisements. We find that smokers who are exposed to more advertising are more likely to attempt to quit and to successfully quit. While some increased quitting involves product purchases, we find that product advertisements also prompt cold turkey quitting. Identifying the causal impact of advertising is difficult because advertisers target consumers. Although reverse causality could bias our estimates upward, our baseline results are not sensitive to a series of checks.

Suggested Citation

  • Rosemary Avery & Donald Kenkel & Dean R. Lillard & Alan Mathios, 2007. "Private Profits and Public Health: Does Advertising of Smoking Cessation Products Encourage Smokers to Quit?," Journal of Political Economy, University of Chicago Press, vol. 115, pages 447-481.
    • Handle: RePEc:ucp:jpolec:v:115:y:2007:p:447-481
    DOI: 10.1086/520065
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    JEL classification:

    • I1 - Health, Education, and Welfare - - Health
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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