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Title: Pathos & ethos: emotions and willingness to pay for tobacco products
Author: Bogliacino, Francesco
Codagnone, Cristiano
Veltri, Giuseppe Alessandro
Chakravarti, Amitav
Ortoleva, Pietro
Gaskell, George
Ivchenko, Andriy
Lupiáñez Villanueva, Francisco  
Mureddu, Francesco
Rudisill, Caroline
Others: Universitat Pompeu Fabra
Universidad Nacional de Colombia
Università degli Studi di Milano
University of Leicester
London School of Economics and Political Science
Columbia University
Universitat Oberta de Catalunya (UOC)
Keywords: tobacco
effect of anti-tobacco
Issue Date: 20-Oct-2015
Publisher: PLoS ONE
Citation: Bogliacino, F., Codagnone, C., Veltri, G.A., Chakravarti, A., Ortoleva, P., Gaskell, G., Ivchenko, A., Lupiáñez-Villanueva, F., Mureddu, F. & Rudisill, C. (2015). Pathos & ethos: emotions and willingness to pay for tobacco products. PLoS ONE, 10(10). doi: 10.1371/journal.pone.0139542
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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.
Language: English
ISSN: 1932-6203MIAR
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