The Power of Persuasion: Can Advertising Help You Quit Smoking?

Donald Kenkel

No 19101, Working Paper Series from Victoria University of Wellington, The New Zealand Institute for the Study of Competition and Regulation

Abstract: Only New Zealand and the United States allow direct-to-consumer (DTC) advertisements of pharmaceutical products in magazines television and other media. Using data from television advertisements and a US consumer survey this seminar discusses how potential exposure to smoking cessation advertisements varies with socio-economic status and estimates the impact of this advertising on smoking cessation behaviour. Possible extensions to and implications for NZ are also explored.

Keywords: direct-to consumer advertising; cessation; smoking (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:vuw:vuwcsr:19101

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