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

Published online by Cambridge University Press:  26 January 2015

Matthew C. Rousu ,
James Nonnemaker  and
Matthew Farrelly
Matthew C. Rousu
Affiliation:
Susquehanna University, Selinsgrove, PA
James Nonnemaker
Affiliation:
RTI International, Research Triangle Park, NC
Matthew Farrelly
Affiliation:
RTI International, Research Triangle Park, NC
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Abstract

Information about cigarettes can help smokers come to an informed decisionabout what cigarettes to purchase. Countermarketing information can helpsmokers make informed decisions, but little is known about the value of thisinformation to smokers. In this article, we use data from experimentalauctions to estimate the value of countermarketing information that countersindustry claims about reduced-risk cigarettes. We find that this informationhas significant value to smokers who have been exposed to marketinginformation from tobacco companies touting reduced-risk cigarettes, but wefind no evidence it provides value to smokers not exposed to this marketinginformation.

Keywords

experimental auctionsfield experimentsvalue of informationcigarettesmarketing informationcountermarketing informationC93M31
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 43 , Issue 4 , November 2011 , pp. 607 - 620
Copyright
Copyright © Southern Agricultural Economics Association 2011

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