Neuroeconomics and Alcohol Control Policy

描述（由申请人提供）：神经经济学模型预测，个人成瘾性股票的增加将增加他们对广告等外部线索的反应，并降低他们对价格等客观信息的反应。由于大多数酒精消费者是适度饮酒者，酒精控制政策理想地应该针对酒精滥用者。然而，对广告和经销店密度的限制一般都不如提高消费税重要。一个可能的原因是，表明广告和网点密度控制有效的研究数量相对有限，而表明消费税有效的研究数量相对较多。这些薄弱的结果的部分原因是，许多先前的研究广告和网点密度的影响使用了可疑的方法，没有控制上瘾的股票。然而，一些关于价格的研究通过估计酗酒者的价格效应来控制成瘾性股票。这些研究表明，重度饮酒者对价格上涨的反应不如中度饮酒者，这与神经经济学模型的预测一致。该项目将建立在酒精广告的先前研究的方法学进展的基础上，并通过使用具有个人固定效应的面板数据和控制成瘾性股票来推进方法学。预计这项研究的结果将有助于调和从以前的广告和网点密度的研究的差异。 公共卫生相关性：这项研究的结果对于评估旨在减少酗酒的替代性公共政策的相对价值将是重要的。这些政策包括限制酒类广告、酒类经销商密度和酒类税。重要的是要了解这些政策中哪些更有可能减少酒精滥用，因为酒精行业可能会反对任何它认为会减少销售的变化。

DESCRIPTION (provided by applicant): The neuroeconomic model predicts that an increase in an individual's addictive stock will increase their responsiveness to external cues such as advertising and decrease their responsiveness to objective information such as price. Since most alcohol consumers are moderate drinkers, alcohol control policy ideally should be targeted at alcohol abusers. However, restrictions on advertising and outlet density have been generally secondary to increases in excise taxes. A likely reason for this is the relatively limited number of studies which show that advertising and outlet density controls are effective in contrast to the relatively large number of studies which show that excise taxes are effective. Part of the reason for these weak results is that many prior studies of the effect of advertising and outlet density have used dubious methodologies and none have controlled for addictive stock. However, a number of studies of price have controlled for addictive stock by estimating price effects specifically for heavy drinkers. These studies have shown that heavy drinkers are less responsive to price increases than are moderate drinkers which are consistent with the predictions of the neuroeconomic model. This project will build on methodological advances of prior studies of alcohol advertising and advance the methodology with the use of panel data with individual fixed effects and by controlling for addictive stock. It is expected that the results from this study will help to reconcile the differences from prior studies of advertising and outlet density. PUBLIC HEALTH RELEVANCE: The results of this study will be important in assessing the relative value of alternative public policies designed to reduce alcohol abuse. These policies include restrictions on alcohol advertising, alcohol outlet density and alcohol taxes. It is important to understand which of these policies are more likely to reduce alcohol abuse since the alcohol industry is likely to oppose any changes which it believes will reduce sales.