MARC Record from Library of Congress

LEADER: 02760nam a22003137a 4500
001 2007615118
003 DLC
005 20070518120300.0
007 cr |||||||||||
008 070518s2007 mau sb 000 0 eng
010 $a 2007615118
040 $aDLC$cDLC
050 00 $aHB1
100 1 $aSaffer, Henry.
245 14 $aThe effect of nicotine replacement therapy advertising on youth smoking$h[electronic resource] /$cHenry Saffer, Melanie Wakefield, Yvonne Terry-McElrath.
260 $aCambridge, MA :$bNational Bureau of Economic Research,$cc2007.
490 1 $aNBER working paper series ;$vworking paper 12964
538 $aSystem requirements: Adobe Acrobat Reader.
538 $aMode of access: World Wide Web.
500 $aTitle from PDF file as viewed on 5/18/2007.
530 $aAlso available in print.
504 $aIncludes bibliographical references.
520 3 $a"This paper examines the effect of nicotine replacement therapy (NRT) advertising on youth smoking. NRT advertising could decrease smoking by informing smokers that the product can make quitting easier and thus inducing more smokers to try and quit. However, a moral hazard is created because NRT advertising increases the expectation that cessation is relatively easy. NRT advertising could thus induce youth to smoke, to smoke more and/or to delay quit attempts. Data from Nielsen Media Research (Nielsen) and the Monitoring the Future Surveys (MTF) have been used in the empirical work. The Nielsen data are matched to the MTF data by month, year and market. The availability of lagged advertising data allow for calculation of an advertising stock variable. The Nielsen data also measure exposure to national advertising on a local level which allows for use of national advertising data. An exogenous shock allows for bypassing problems of endogeneity. The results indicate that NRT advertising has no effect on participation but increases smoking by youth who do smoke. The elasticity of smoking with respect to NRT advertising is about .10 and the elasticity of smoking with respect to price is about -1.03. Since average youth smoking is about 5.77 cigarettes per day, an increase of 10 percent in NRT advertising would increase this average to about 5.82 cigarettes per day. It is also estimated that a ban on NRT advertising would be equivalent to a 10 percent increase in cigarette prices"--National Bureau of Economic Research web site.
700 1 $aSaffer, Henry.
700 1 $aWakefield, Melanie.
700 1 $aTerry-McElrath, Yvonne.
710 2 $aNational Bureau of Economic Research.
830 0 $aWorking paper series (National Bureau of Economic Research : Online) ;$vworking paper no. 12964.
856 40 $uhttp://papers.nber.org/papers/w12964