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Information Source and Cigarettes: Experimental Evidence on the Messenger Effect

Author

Listed:
  • Johanna Catherine Maclean
  • John Buckell
  • Joachim Marti
Abstract
We examine the importance of information source (the ‘messenger’) on consumer choice in the context of cigarettes, electronic and tobacco. We proxy choice with intentions to use cigarettes and risk perceptions. We experimentally vary the messenger across three information sources: government, physicians, and private companies. We compare effects relative to a no source control in a sample of adult smokers. Neoclassical theory predicts that the information source, or the messenger, should not influence choices. Behavioral economics suggests that the messenger can have important implications for how consumers process information and, in turn, make decisions. Our findings provide evidence in line with behavioral economics: the messenger influences intention to use e-cigarettes, and risk perceptions about e-cigarettes and tobacco cigarettes. Private companies appear to be particularly important messengers and are potentially the economic agents most likely to shape the future adult demand for cigarettes.

Suggested Citation

  • Johanna Catherine Maclean & John Buckell & Joachim Marti, 2019. "Information Source and Cigarettes: Experimental Evidence on the Messenger Effect," NBER Working Papers 25632, National Bureau of Economic Research, Inc.
  • Handle: RePEc:nbr:nberwo:25632
    Note: AG EH
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    File URL: http://www.nber.org/papers/w25632.pdf
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    References listed on IDEAS

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    2. Marcos Agurto & Habiba Djebbari & Sudipta Sarangi Author-Name: Brenda Silupú Author-Name: Carolina Trivelli Author-Name: Javier Torres, 2020. "Local ambassadors promote mobile banking in Northern Peru," Working Papers PIERI 2020-04, PEP-PIERI.
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    4. Lawler, Emily C. & Skira, Meghan M., 2022. "Information shocks and pharmaceutical firms’ marketing efforts: Evidence from the Chantix black box warning removal," Journal of Health Economics, Elsevier, vol. 81(C).
    5. Diane Pelly & Orla Doyle, 2022. "Nudging in the workplace: increasing participation in employee EDI wellness events," Working Papers 202208, Geary Institute, University College Dublin.

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    More about this item

    JEL classification:

    • D9 - Microeconomics - - Micro-Based Behavioral Economics
    • I1 - Health, Education, and Welfare - - Health
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior

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