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首页> 外文期刊>Journal of health economics >Demand for smokeless tobacco: Role of advertising
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Demand for smokeless tobacco: Role of advertising

机译：对无烟烟草的需求：广告的作用

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While the prevalence of smokeless tobacco (ST) is low relative to smoking, the distribution of ST use is highly skewed with consumption concentrated among certain segments of the population (rural residents, males, whites, low-educated individuals). Furthermore, there is suggestive evidence that use has trended upwards recently for groups that have traditionally been at low risk of using ST, and thus started to diffuse across demographics. This study provides the first estimates, at the national level, of the effects of magazine advertising on ST use. The focus on magazine advertising is significant given that ST manufacturers have been banned from using other conventional media since the 1986 Comprehensive ST Act and the 1998 ST Master Settlement Agreement. This study is based on the 2003-2009 waves of the National Consumer Survey (NCS), a unique data source that contains extensive information on the reading habits of individuals, matched with magazine-specific advertising information over the sample period. This allows detailed and salient measures of advertising exposure at the individual level and addresses potential bias due to endogeneity and selective targeting. We find consistent and robust evidence that exposure to ST ads in magazines raises ST use, especially among males, with an estimated elasticity of 0.06. There is suggestive evidence that both ST taxes and cigarette taxes reduce ST use, indicating contemporaneous complementarity between these tobacco products. Sub-analyses point to some differences in the advertising and tax response across segments of the population. The effects from this study inform the debate on the cost and benefits of ST use and its potential to be a tool in overall tobacco harm reduction.
机译：尽管无烟烟草（ST）的流行率相对于吸烟率较低，但其使用分布高度偏向，消费集中在特定人群中（农村居民，男性，白人，文化程度低的人）。此外，有暗示性证据表明，对于传统上使用ST风险较低的人群，最近的使用趋势呈上升趋势，因此开始在人群中传播。这项研究在国家一级对杂志广告对ST使用的影响进行了初步估算。考虑到自1986年《综合性ST法案》和1998年的《 ST总体解决协议》以来，ST的制造商已被禁止使用其他常规媒体，因此杂志广告的关注度很高。这项研究基于2003-2009年全国消费者调查（NCS）浪潮，该数据是一个独特的数据源，其中包含有关个人阅读习惯的广泛信息，并与整个样本期内的杂志特定广告信息相匹配。这样就可以在个人层面上详细，显着地衡量广告的曝光率，并解决由于内生性和选择性定位带来的潜在偏见。我们发现一致而有力的证据表明，在杂志上接触ST广告会提高ST使用率，尤其是在男性中，其ST估计弹性为0.06。有暗示性证据表明，ST税和卷烟税均会减少ST的使用，表明这些烟草产品之间同时具有互补性。子分析指出了不同人群之间广告和税收反应的某些差异。这项研究的结果使人们对使用ST的成本和收益以及其成为减少总体烟草危害的工具的潜力进行了辩论。

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