The Value of Countermarketing Information to Smokers: Evidence from Field Auctions

Matthew Rousu, James Nonnemaker and Matthew Farrelly

No 49219, 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin from Agricultural and Applied Economics Association

Abstract: Information about cigarettes can help smokers come to an informed decision about what cigarettes to purchase. Countermarketing information, which helps counter potentially biased marketing information, can fill this void, but little is known about the value of this information to smokers. In this paper, we use data from experimental auctions to estimate the value of countermarketing information to smokers. We find that countermarketing information has significant value to smokers who have been exposed to marketing information from tobacco companies, but we find no evidence it provides value to smokers not exposed to marketing information

Keywords: Consumer/Household Economics; Health Economics and Policy (search for similar items in EconPapers)
Pages: 28
Date: 2009
New Economics Papers: this item is included in nep-hea
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea09:49219

DOI: 10.22004/ag.econ.49219

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