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The Value of Countermarketing Information to Smokers: Evidence from Field Auctions

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  • Rousu, Matthew C.
  • Nonnemaker, James
  • Farrelly, Matthew

Abstract

Information about cigarettes can help smokers come to an informed decision about what cigarettes to purchase. Countermarketing information, which helps counter potentially biased marketing information, can fill this void, but little is known about the value of this information to smokers. In this paper, we use data from experimental auctions to estimate the value of countermarketing information to smokers. We find that countermarketing information has significant value to smokers who have been exposed to marketing information from tobacco companies, but we find no evidence it provides value to smokers not exposed to marketing information

Suggested Citation

  • Rousu, Matthew C. & Nonnemaker, James & Farrelly, Matthew, 2009. "The Value of Countermarketing Information to Smokers: Evidence from Field Auctions," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49219, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea09:49219
    DOI: 10.22004/ag.econ.49219
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    References listed on IDEAS

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    1. Matthew C. Rousu & Wallace E. Huffman & Jason F. Shogren & Abebayehu Tegene, 2004. "Estimating the Public Value of Conflicting Information: The Case of Genetically Modified Foods," Land Economics, University of Wisconsin Press, vol. 80(1), pages 125-135.
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    4. Glenn W. Harrison & John A. List, 2004. "Field Experiments," Journal of Economic Literature, American Economic Association, vol. 42(4), pages 1009-1055, December.
    5. Lusk,Jayson L. & Shogren,Jason F., 2007. "Experimental Auctions," Cambridge Books, Cambridge University Press, number 9780521671248, November.
    6. Foster, William & Just, Richard E., 1989. "Measuring welfare effects of product contamination with consumer uncertainty," Journal of Environmental Economics and Management, Elsevier, vol. 17(3), pages 266-283, November.
    7. Matthew Rousu & Wallace E. Huffman & Jason F. Shogren & Abebayehu Tegene, 2007. "Effects And Value Of Verifiable Information In A Controversial Market: Evidence From Lab Auctions Of Genetically Modified Food," Economic Inquiry, Western Economic Association International, vol. 45(3), pages 409-432, July.
    8. Jayson L. Lusk & John A. Fox & Ted C. Schroeder & James Mintert & Mohammad Koohmaraie, 2001. "In-Store Valuation of Steak Tenderness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(3), pages 539-550.
    9. Stéphan Marette & Jutta Roosen & Sandrine Blanchemanche & Philippe Verger, 2007. "Health Information and the Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information," Center for Agricultural and Rural Development (CARD) Publications 06-wp421, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    10. Rousu, M. & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2004. "Estimating the Public Value of Information: Genetically Modified Foods," Staff General Research Papers Archive 10426, Iowa State University, Department of Economics.
    11. Mario F. Teisl & Nancy E. Bockstael & Alan Levy, 2001. "Measuring the Welfare Effects of Nutrition Information," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(1), pages 133-149.
    12. Rousu, Matthew C. & Shogren, Jason F., 2006. "Valuing Conflicting Public Information About a New Technology: The Case of Irradiated Foods," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 31(3), pages 1-11, December.
    13. Marette, Stephan & Roosen, Jutta & Blanchemanche, Sandrine & Verger, Philippe, 2008. "The Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(01), pages 1-18, April.
    14. Frode Alfnes & Kyrre Rickertsen, 2003. "European Consumers' Willingness to Pay for U.S. Beef in Experimental Auction Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(2), pages 396-405.
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    Keywords

    Consumer/Household Economics; Health Economics and Policy;

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