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Pathos & ethos: emotions and willingness to pay for tobacco products

Bogliacino, Francesco, Codagnone, Cristiano, Veltri, Giuseppe Alessandro, Chakravarti, Amitav, Ortoleva, Pietro, Gaskell, George, Ivchenko, Andriy, Lupiáñez-Villanueva, Francisco, Mureddu, Francesco and Rudisill, Caroline (2015) Pathos & ethos: emotions and willingness to pay for tobacco products. PLOS ONE, 10 (10). e0139542. ISSN 1932-6203

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Identification Number: 10.1371/journal.pone.0139542

Abstract

In this article we use data from a multi-country Randomized Control Trial study on the effect of anti-tobacco pictorial warnings on an individual’s emotions and behavior. By exploiting the exogenous variations of images as an instrument, we are able to identify the effect of emotional responses. We use a range of outcome variables, from cognitive (risk perception and depth of processing) to behavioural (willingness to buy and willingness to pay). Our findings suggest that the odds of buying a tobacco product can be reduced by 80% if the negative affect elicited by the images increases by one standard deviation. More importantly from a public policy perspective, not all emotions behave alike, as eliciting shame, anger, or distress proves more effective in reducing smoking than fear and disgust.

Item Type: Article
Official URL: http://journals.plos.org/
Additional Information: © 2015 The Authors
Divisions: Management
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
JEL classification: C - Mathematical and Quantitative Methods > C9 - Design of Experiments > C99 - Other
I - Health, Education, and Welfare > I1 - Health > I18 - Government Policy; Regulation; Public Health
Sets: Departments > Management
Date Deposited: 23 Oct 2015 10:47
Last Modified: 20 May 2019 01:51
Projects: 17.020200-17.030600/12/626060/SANCO.D.4, EAHC / 2011 / CP / 01/LSE
Funders: European Commission
URI: http://eprints.lse.ac.uk/id/eprint/64127

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