IDEAS home Printed from https://ideas.repec.org/p/ehl/lserod/64127.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: http://eprints.lse.ac.uk/64127/
    File Function: Open access version.
    Download Restriction: no

    Other versions of this item:

    References listed on IDEAS

    as
    1. Richard H. Thaler & Shlomo Benartzi, 2004. "Save More Tomorrow (TM): Using Behavioral Economics to Increase Employee Saving," Journal of Political Economy, University of Chicago Press, vol. 112(S1), pages 164-187, February.
    2. Camerer, Colin F & Hogarth, Robin M, 1999. "The Effects of Financial Incentives in Experiments: A Review and Capital-Labor-Production Framework," Journal of Risk and Uncertainty, Springer, vol. 19(1-3), pages 7-42, December.
    3. Browne, Mark J & Hoyt, Robert E, 2000. "The Demand for Flood Insurance: Empirical Evidence," Journal of Risk and Uncertainty, Springer, vol. 20(3), pages 291-306, May.
    4. Steffen Andersen & Glenn Harrison & Morten Lau & E. Rutström, 2009. "Elicitation using multiple price list formats," Experimental Economics, Springer;Economic Science Association, vol. 12(3), pages 365-366, September.
    5. Kahneman, Daniel & Tversky, Amos, 1979. "Prospect Theory: An Analysis of Decision under Risk," Econometrica, Econometric Society, vol. 47(2), pages 263-291, March.
    6. Jennifer Cantrell & Donna M Vallone & James F Thrasher & Rebekah H Nagler & Shari P Feirman & Larry R Muenz & David Y He & Kasisomayajula Viswanath, 2013. "Impact of Tobacco-Related Health Warning Labels across Socioeconomic, Race and Ethnic Groups: Results from a Randomized Web-Based Experiment," PLOS ONE, Public Library of Science, vol. 8(1), pages 1-11, January.
    7. George Loewenstein, 2000. "Emotions in Economic Theory and Economic Behavior," American Economic Review, American Economic Association, vol. 90(2), pages 426-432, May.
    8. Jon Elster, 1998. "Emotions and Economic Theory," Journal of Economic Literature, American Economic Association, vol. 36(1), pages 47-74, March.
    9. David Levy & Liz Maria de Almeida & Andre Szklo, 2012. "The Brazil SimSmoke Policy Simulation Model: The Effect of Strong Tobacco Control Policies on Smoking Prevalence and Smoking-Attributable Deaths in a Middle Income Nation," PLOS Medicine, Public Library of Science, vol. 9(11), pages 1-12, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. Frans Folkvord & Cristiano Codagnone & Francesco Bogliacino & Giuseppe Veltri & Francisco Lupiañez-Villanueva & Andriy Ivchenko & George Gaskell, 2019. "Experimental evidence on measures to protect consumers of online gambling services," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 3(1), pages 20-29, March.
    4. 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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ehl:lserod:64127. 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: (LSERO Manager). General contact details of provider: http://edirc.repec.org/data/lsepsuk.html .

    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 CitEc recognized a reference but did not link an item in RePEc 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.