Choosing a Cigarette Brand: Determining the Value of Countermarketing Information to Smokers Using Field Auctions

Information about cigarettes can help smokers come to an informed decision about what cigarettes to purchase. Countermarketing information can help smokers make informed decisions, but little is known about the value of this information to smokers. In this article, we use data from experimental auctions to estimate the value of countermarketing information that counters industry claims about reduced-risk cigarettes. We find that this information has significant value to smokers who have been exposed to marketing information from tobacco companies touting reduced-risk cigarettes, but we find no evidence it provides value to smokers not exposed to this marketing information.

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Journal Article
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Published in:
Journal of Agricultural and Applied Economics, Volume 43, Number 4
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JEL Codes:
C93; M31

 Record created 2017-04-01, last modified 2018-01-22

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