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A Behavioral Economic Model of Alcohol Advertising and Price

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  • Henry Saffer
  • Dhaval Dave
  • Michael Grossman

Abstract

This paper presents a new empirical study of the effects of televised alcohol advertising and alcohol price on alcohol consumption. A novel feature of this study is that the empirical work is guided by insights from behavioral economic theory. Unlike the theory used in most prior studies, this theory predicts that restriction on alcohol advertising on TV would be more effective in reducing consumption for individuals with high consumption levels but less effective for individuals with low consumption levels. The estimation work employs data from the National Longitudinal Survey of Youth, and the empirical model is estimated with quantile regressions. The results show that advertising has a small positive effect on consumption and that this effect is relatively larger at high consumption levels. The continuing importance of alcohol taxes is also supported. Education is employed as a proxy for self‐regulation, and the results are consistent with this assumption. The key conclusion is that restrictions on alcohol advertising on TV would have a small negative effect on drinking, and this effect would be larger for heavy drinkers. Copyright © 2015 John Wiley & Sons, Ltd.

Suggested Citation

  • Henry Saffer & Dhaval Dave & Michael Grossman, 2016. "A Behavioral Economic Model of Alcohol Advertising and Price," Health Economics, John Wiley & Sons, Ltd., vol. 25(7), pages 816-828, July.
    • Handle: RePEc:wly:hlthec:v:25:y:2016:i:7:p:816-828
    DOI: 10.1002/hec.3186
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    References listed on IDEAS

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    1. Ellen E. Bouchery & Henrick J. Harwood & Jeffrey J. Sacks & Carol J. Simon & Robert D. Brewer, "undated". "Economic Costs of Excessive Alcohol Consumption in the U.S., 2006," Mathematica Policy Research Reports f0a7af763751488fafb0eb0ab, Mathematica Policy Research.
    2. Becker, Gary S & Grossman, Michael & Murphy, Kevin M, 1991. "Rational Addiction and the Effect of Price on Consumption," American Economic Review, American Economic Association, vol. 81(2), pages 237-241, May.
    3. repec:mpr:mprres:7163 is not listed on IDEAS
    4. Ruhm, Christopher J. & Jones, Alison Snow & McGeary, Kerry Anne & Kerr, William C. & Terza, Joseph V. & Greenfield, Thomas K. & Pandian, Ravi S., 2012. "What U.S. data should be used to measure the price elasticity of demand for alcohol?," Journal of Health Economics, Elsevier, vol. 31(6), pages 851-862.
    5. Manning, Willard G. & Blumberg, Linda & Moulton, Lawrence H., 1995. "The demand for alcohol: The differential response to price," Journal of Health Economics, Elsevier, vol. 14(2), pages 123-148, June.
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    Cited by:

    1. Dave, Dhaval & Dench, Daniel & Grossman, Michael & Kenkel, Donald S. & Saffer, Henry, 2019. "Does e-cigarette advertising encourage adult smokers to quit?," Journal of Health Economics, Elsevier, vol. 68(C).
    2. Kostova, Deliana & Dave, Dhaval, 2015. "Smokeless tobacco use in India: Role of prices and advertising," Social Science & Medicine, Elsevier, vol. 138(C), pages 82-90.
    3. Gehrsitz, Markus & Williams, Jr., Morgan C., 2024. "The Effects of Compulsory Schooling on Health and Hospitalization over the Life Cycle," IZA Discussion Papers 17050, Institute of Labor Economics (IZA).
    4. Markus Gehrsitz & Morgan C. Williams, "undated". "The Effects of Compulsory Schooling on Health and Hospitalization over the Life Cycle," Working Papers 2303, University of Strathclyde Business School, Department of Economics, revised May 2020.
    5. Nguyen, Hieu, 2019. "How does alcohol access affect transitional adults’ healthy dietary behaviors?," Economics & Human Biology, Elsevier, vol. 35(C), pages 82-95.
    6. Michael Grossman, 2022. "The demand for health turns 50: Reflections," Health Economics, John Wiley & Sons, Ltd., vol. 31(9), pages 1807-1822, September.
    7. Elizabeth Schroeder & Carol Horton Tremblay & Victor J. Tremblay, 2021. "Confidence bias and advertising in imperfectly competitive markets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 885-897, June.
    8. Robert Pryce & Bruce Hollingsworth & Ian Walker, 2019. "Alcohol quantity and quality price elasticities: quantile regression estimates," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 20(3), pages 439-454, April.

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