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Pathos & ethos: emotions and willingness to pay for tobacco products

Author

Listed:
  • Bogliacino, Francesco
  • Codagnone, Cristiano
  • Veltri, Giuseppe Alessandro
  • Chakravarti, Amitav
  • Ortoleva, Pietro
  • Gaskell, George
  • Ivchenko, Andriy
  • Lupiáñez-Villanueva, Francisco
  • Mureddu, Francesco
  • Rudisill, Caroline

Abstract

In this article we use data from a multi-country Randomized Control Trial study on the effect of anti-tobacco pictorial warnings on an individual’s emotions and behavior. By exploiting the exogenous variations of images as an instrument, we are able to identify the effect of emotional responses. We use a range of outcome variables, from cognitive (risk perception and depth of processing) to behavioural (willingness to buy and willingness to pay). Our findings suggest that the odds of buying a tobacco product can be reduced by 80% if the negative affect elicited by the images increases by one standard deviation. More importantly from a public policy perspective, not all emotions behave alike, as eliciting shame, anger, or distress proves more effective in reducing smoking than fear and disgust.

Suggested Citation

  • Bogliacino, Francesco & Codagnone, Cristiano & Veltri, Giuseppe Alessandro & Chakravarti, Amitav & Ortoleva, Pietro & Gaskell, George & Ivchenko, Andriy & Lupiáñez-Villanueva, Francisco & Mureddu, Fra, 2015. "Pathos & ethos: emotions and willingness to pay for tobacco products," LSE Research Online Documents on Economics 64127, London School of Economics and Political Science, LSE Library.
  • Handle: RePEc:ehl:lserod:64127
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    File URL: http://eprints.lse.ac.uk/64127/
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    Cited by:

    1. Francesco Bogliacino & Cristiano Codagnone & Giuseppe A. Veltri, 2016. "An introduction to the special issue on “the behavioural turn in public policy: new evidence from experiments”," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 33(3), pages 323-332, December.
    2. Bogliacino, Francesco & Codagnone, Cristiano, 2017. "Microfoundations, Behaviour, and Evolution: Evidence from Experiments," MPRA Paper 82479, University Library of Munich, Germany.
    3. Y. Gómez & V. Martínez-Molés & J. Vila, 2016. "Spanish regulation for labeling of financial products: a behavioral-experimental analysis," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 33(3), pages 355-378, December.

    More about this item

    Keywords

    17.020200-17.030600/12/626060/SANCO.D.4; EAHC / 2011 / CP / 01/LSE;

    JEL classification:

    • C99 - Mathematical and Quantitative Methods - - Design of Experiments - - - Other
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

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