A review of the effect of cigarette advertising

Michael L. Capella, Cynthia Webster and Brian R. Kinard

International Journal of Research in Marketing, 2011, vol. 28, issue 3, 269-279

Abstract: Because of the inconsistency in the findings from past decades of research and the lack of consensus regarding the relationship between advertising exposure and cigarette consumption, the large body of extant research on the effectiveness of cigarette advertising has generated equivocal conclusions on this subject. Therefore, we conducted a comprehensive meta-analysis of cigarette advertising research to determine what impact, if any, cigarette advertising has on cigarette consumption. Unlike previous attempts to synthesize the cigarette advertising literature, this study examined three specific levels of the criterion (i.e., initiation, continuation, and brand behavior) rather than examining only aggregate consumption.

Date: 2011
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:28:y:2011:i:3:p:269-279

DOI: 10.1016/j.ijresmar.2011.05.002

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