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

Kenkel, Donald

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

Kenkel, Donald

URI: https://ir.wgtn.ac.nz/handle/123456789/19101

Date: 2008

Rights: Permission to publish research outputs of the New Zealand Institute for the Study of Competition and Regulation has been granted to the Victoria University of Wellington Library. Refer to the permission letter in record: https://ir.wgtn.ac.nz/handle/123456789/18870

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.

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