Effect of brand and advertising medium on demand for e-cigarettes: Evidence from an experimental auction.
Effect of brand and advertising medium on demand for e-cigarettes: Evidence from an experimental auction.
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品牌和广告媒体对电子烟需求的影响：来自实验拍卖的证据。
DOI：
10.1016/j.pmedr.2017.04.013
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发表时间：
2017
影响因子：
2.8
通讯作者：
Corrigan,Jay
中科院分区：
文献类型：
--
作者：
Rousu,MatthewC;O'Connor,Richard;Corrigan,Jay
电子烟的印刷和电视广告目前在美国是合法的。鉴于电子烟是香烟的低风险替代品，如果这些广告能激励吸烟者转向电子烟，可能会对公共卫生产生积极影响。然而，如果电子烟广告增加了对电子烟和香烟的需求，那么电子烟广告对公共卫生的影响可能是负面的。我们使用实验性拍卖——参与者在真实拍卖中出价，获胜者为他们购买的物品付费——来研究平面和电视电子烟广告对广告品牌、另一个电子烟品牌和香烟需求的影响。我们在2014年11月至2015年3月期间对288名宾夕法尼亚州吸烟者进行了实验，我们发现，在广告影响电子烟需求的情况下，广告将香烟需求推向了相同的方向。例如，蓝光印刷广告增加了非白人参与者对蓝光电子烟和香烟的需求。Vuse的电视广告减少了对电子烟和香烟的需求。我们还发现，在没有广告的情况下，非白人参与者愿意为电子烟支付更多的钱，而最担心自己健康的吸烟者愿意为电子烟支付更多的钱。这项研究的结果表明，有必要对电子烟产品的广告进行更严格的审查，这样它们就不会引发对卷烟的需求。
Print and television advertisements for e-cigarettes are currently legal in the United States. Given that e-cigarettes are a lower-risk alternative to cigarettes, these ads could have a positive public health impact if they motivate smokers to switch to e-cigarettes. However, the public health impact of e-cigarette ads could be negative if ads increase demand for both e-cigarettes and cigarettes. We use experimental auctions –in which participants bid in real auctions and winners pay for the items they purchase – to study the effect of print and TV e-cigarettes ads on demand for the brand from the ad, for another e-cigarettes brand, and for cigarettes. We ran experiments with 288 Pennsylvania smokers in November 2014–March 2015 and we found that in cases where an ad affects demand for e-cigarettes, the ad moves demand for cigarettes in the same direction. For example, the Blu print ad increases demand for Blu e-cigarettes and cigarettes among non-white participants. The Vuse TV ad reduces demand for both types of e-cigarettes and for cigarettes. We also find that non-white participants are willing to pay more for e-cigarettes in the absence of advertising, and that smokers who worry most about their health are willing to pay more for e-cigarettes. The results of this study point to the need for greater scrutiny of advertising for e-cigarette products such that they do not also induce demand for tobacco cigarettes.