Does E-Cigarette Advertising Encourage Adult Smokers to Quit?

57 Pages Posted: 5 Feb 2018

See all articles by Dhaval Dave

Dhaval Dave

Bentley University - Department of Economics; National Bureau of Economic Research (NBER) - NY Office

Daniel Dench

City University of New York - CUNY Graduate Center

Michael Grossman

National Bureau of Economic Research (NBER), NY Office; CUNY The Graduate Center - Department of Economics

Donald Kenkel

Cornell University - Department of Policy Analysis & Management (PAM); National Bureau of Economic Research (NBER)

Henry Saffer

National Bureau of Economic Research (NBER) - NY Office

Date Written: February 2018

Abstract

Only recently introduced into the U.S. market, e-cigarettes have been aggressively promoted, and use is increasing rapidly among both adults and youths. At the heart of the regulatory debate are fundamental questions regarding whether e-cigarettes will draw cigarette smokers away from a dangerous habit or lure new initiates into tobacco use. We provide some of the first causal evidence on whether e-cigarette advertising on television and in magazines (which comprise about 90% of total media spending on e-cigarettes) encourage adult smokers to quit. We find that the answer to this question is a yes for TV advertising but no for magazine advertising. Our results indicate that a policy to ban TV advertising of e-cigarettes would have reduced the number of smokers who quit in the recent past by approximately 3%, resulting in roughly 105,000 fewer quitters in that period. On the other hand, if the FDA were not considering regulations and mandates that would likely eliminate many e-cigarette producers during our sample period, e-cigarette ads might have reached the number of nicotine replacement therapy TV ads during that period. That would have increased the number of smokers who quit by around 10%, resulting in an additional 350,000 quitters.

Suggested Citation

Dave, Dhaval and Dench, Daniel and Grossman, Michael and Kenkel, Donald and Saffer, Henry, Does E-Cigarette Advertising Encourage Adult Smokers to Quit? (February 2018). NBER Working Paper No. w24277. Available at SSRN: https://ssrn.com/abstract=3118055

Dhaval Dave (Contact Author)

Bentley University - Department of Economics ( email )

175 Forest Street
Waltham, MA 02452-4705
United States

National Bureau of Economic Research (NBER) - NY Office

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New York, NY 10016-4309
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Daniel Dench

City University of New York - CUNY Graduate Center ( email )

New York, NY
United States

Michael Grossman

National Bureau of Economic Research (NBER), NY Office ( email )

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CUNY The Graduate Center - Department of Economics ( email )

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HOME PAGE: http://mgrossman.ws.gc.cuny.edu

Donald Kenkel

Cornell University - Department of Policy Analysis & Management (PAM) ( email )

120 Martha Van Rensselaer Hall
Ithaca, NY 14853
United States
607-255-2594 (Phone)
607-255-4071 (Fax)

National Bureau of Economic Research (NBER)

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United States

Henry Saffer

National Bureau of Economic Research (NBER) - NY Office ( email )

365 Fifth Avenue, 5th Floor
Fifth Floor
New York, NY 10016-4309
United States
212-817-7956 (Phone)
212-817-1597 (Fax)

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