Abstract

http://ssrn.com/abstract=875730
 
 

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Fast-Food Restaurant Advertising on Television and its Influence on Childhood Obesity


Shin-Yi Chou


Lehigh University - Department of Economics; National Bureau of Economic Research (NBER)

Inas Rashad


Georgia State University - Department of Economics; National Bureau of Economic Research (NBER)

Michael Grossman


National Bureau of Economic Research (NBER), NY Office; City University of New York Graduate Center

December 2005

NBER Working Paper No. w11879

Abstract:     
Childhood obesity around the world, and particularly in the United States, is an escalating problem that is especially detrimental as its effects carry on into adulthood. In this paper we employ the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth to estimate the effects of fast-food restaurant advertising on children and adolescents being overweight. The advertising measure used is the number of hours of spot television fast-food restaurant advertising messages seen per week. Our results indicate that a ban on these advertisements would reduce the number of overweight children ages 3-11 in a fixed population by 10 percent and would reduce the number of overweight adolescents ages 12-18 by 12 percent. The elimination of the tax deductibility of this type of advertising would produce smaller declines of between 3 and 5 percent in these outcomes but would impose lower costs on children and adults who consume fast food in moderation because positive information about restaurants that supply this type of food would not be banned completely from television.

Number of Pages in PDF File: 45

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Date posted: April 4, 2006  

Suggested Citation

Chou, Shin-Yi and Rashad, Inas and Grossman, Michael, Fast-Food Restaurant Advertising on Television and its Influence on Childhood Obesity (December 2005). NBER Working Paper No. w11879. Available at SSRN: http://ssrn.com/abstract=875730

Contact Information

Shin-Yi Chou (Contact Author)
Lehigh University - Department of Economics ( email )
620 Taylor Street
Bethlehem, PA 18015
United States
National Bureau of Economic Research (NBER)
1050 Massachusetts Avenue
Cambridge, MA 02138
United States
Inas Rashad
Georgia State University - Department of Economics ( email )
P.O. Box 3992
Atlanta, GA 30302-3992
United States
National Bureau of Economic Research (NBER)
1050 Massachusetts Avenue
Cambridge, MA 02138
United States
Michael Grossman
National Bureau of Economic Research (NBER), NY Office ( email )
365 Fifth Avenue, 5th Floor
New York, NY 10016-4309
United States
212-817-7959 (Phone)
212-817-1597 (Fax)
City University of New York Graduate Center ( email )
365 Fifth Avenue, 5th Floor
New York, NY 10016
United States
212-817-7959 (Phone)
212-817-1597 (Fax)
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