The Power of Persuasion: Can Advertising Help You Quit Smoking?

Abstract

Only New Zealand and the United States allow direct-to-consumer (DTC) advertisements of pharmaceutical products in magazines television and other media. Using data from television advertisements and a US consumer survey this seminar discusses how potential exposure to smoking cessation advertisements varies with socio-economic status and estimates the impact of this advertising on smoking cessation behaviour. Possible extensions to and implications for NZ are also explored.