Influence of advertising and product type on e-cigarette demand among smokers

项目摘要 该项目旨在探索使用实验性拍卖方法来 估计消费者对新出现的电子尼古丁递送的需求 系统(END，通常称为电子烟)。我们计划复制和扩展 最近完成的无烟烟草试验性拍卖研究 产品有各种电子烟产品。我们计划改变是否 参与者是否观看这些产品的电视广告进行检查 营销信息对投标价格(消费者的一个标志)的影响 需求)。该方法的扩展将涉及跟踪参与者 在他们离开会议后的拍卖中检查他们的程度 继续使用他们在拍卖会上“赢得”的产品。这是一个新的扩展 并应为采用该方法提供重要的见解 处理潜在的产品切换。

Project Summary This project seeks to explore the use of experimental auction methods to estimate consumer demand for newly emergent electronic nicotine delivery systems (ENDS, commonly called e-cigarettes). We plan to replicate and extend a recently-completed study on experimental auctions of smokeless tobacco products with a variety of electronic cigarette products. We plan to vary whether or not participants view television advertisements for these products to examine the impact of marketing messages on bid prices (a marker for consumer demand). An extension of the methodology will involve tracking the participants in the auction after they leave the session to examine the extent of their continued use of the products they 'win' in the auction. This is a novel extension of the methodology and should provide important insights into the adoption process underlying product switching.