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首页> 外文期刊>Journal of health economics >Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit?
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Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit?

机译：维生素灵丹妙药：广告是否推动了对科学价值不确定的产品的需求？

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摘要

This study examines the effect of advertising on demand for vitamins products with spiraling sales despite little evidence of efficacy. We merge seven years (2003-2009) of advertising data from Kan tar Media with the Simmons National Consumer Survey to estimate individual-level vitamin print and television ad exposure effects. Identification relies on exploiting exogenous variation in year-to-year advertising exposure by controlling for each individual's unique media consumption. We find that increasing advertising exposure from zero to the mean number of ads increases the probability of consumption by 1.2 and 0.8% points (or 2 and 1.4%) in print and television respectively. Stratifications by the presence of health conditions suggests that in print demand is being driven by both healthy and sick individuals. (C) 2017 Elsevier B.V. All rights reserved.
机译：这项研究调查了广告对维生素产品需求的影响，尽管有效性证据很少，但销售呈螺旋形增长。我们将来自Kan tar Media的七年（2003-2009）广告数据与Simmons全国消费者调查合并，以估算个人层面的维生素印刷品和电视广告的曝光效果。识别依赖于通过控制每个人独特的媒体消费来利用每年广告曝光中的外源变化。我们发现，将广告曝光率从零提高到平均广告数量，会使平面广告和电视广告的消费概率分别提高1.2和0.8％点（或2和1.4％）。由于存在健康状况而导致的分层表明，健康和患病个体都在推动印刷需求。 （C）2017 Elsevier B.V.保留所有权利。

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