NATIONAL BUREAU OF ECONOMIC RESEARCH
NATIONAL BUREAU OF ECONOMIC RESEARCH

Yvonne M. Terry-McElrath

Institute for Social Research, Room 2341
University of Michigan
PO Box 1248, Ann Arbor, MI 48106-1248

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NBER Working Papers and Publications

March 2007The Effect of Nicotine Replacement Therapy Advertising on Youth Smoking
with Henry Saffer, Melanie Wakefield: w12964
This paper examines the effect of nicotine replacement therapy (NRT) advertising on youth smoking. NRT advertising could decrease smoking by informing smokers that the product can make quitting easier and thus inducing more smokers to try and quit. However, a moral hazard is created because NRT advertising increases the expectation that cessation is relatively easy. NRT advertising could thus induce youth to smoke, to smoke more and/or to delay quit attempts. Data from Nielsen Media Research (Nielsen) and the Monitoring the Future Surveys (MTF) have been used in the empirical work. The Nielsen data are matched to the MTF data by month, year and market. The availability of lagged advertising data allow for calculation of an advertising stock variable. The Nielsen data also measure ex...
 
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