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Demand Reduction from Plain and Pictorial Cigarette Warning Labels: Evidence from Experimental Auctions

Author

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  • Rousu, Matthew C.
  • Thrasher, James F.

Abstract

We report the results of experimental auctions with U.S. smokers, assessing the percentage of U.S. smokers whose demand for cigarettes decreases when bidding on packs with text and pictorial warnings, relative to packs with text-only warnings. We find that pictorial labels and pictorial labels accompanied by plain packaging are more effective at reducing demand for cigarettes than only a front text warning label. We also find that pictorial labels were most effective at encouraging younger smokers to reduce their demand for cigarettes, and plain packaging was most effective at reducing demand among less educated smokers.
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Suggested Citation

  • Rousu, Matthew C. & Thrasher, James F., 2012. "Demand Reduction from Plain and Pictorial Cigarette Warning Labels: Evidence from Experimental Auctions," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 123708, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea12:123708
    DOI: 10.22004/ag.econ.123708
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    Cited by:

    1. Joachim Marti & Jody Sindelar, 2015. "Smaller Cigarette Pack as a Commitment to Smoke Less? Insights from Behavioral Economics," PLOS ONE, Public Library of Science, vol. 10(9), pages 1-14, September.
    2. O'Connor, Richard J. & Rousu, Matthew C. & Corrigan, Jay R. & Travers, Maansi Bansal, 2018. "Does winning an experimental auction change people's behavior? An application to e-cigarettes," Journal of Economic Behavior & Organization, Elsevier, vol. 154(C), pages 281-285.

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    Keywords

    Health Economics and Policy; Institutional and Behavioral Economics;

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