Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising

  title={Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising},
  author={Anna E. Tuchman},
  journal={MKTG: Advertising (Topic)},
Although TV advertising for traditional cigarettes has been banned since 1971, advertising for electronic cigarettes remains unregulated. The effects of e-cigarette ads have been heavily debated, but empirical analysis of the market has been limited. Analyzing both individual and aggregate data, I present descriptive evidence showing that i) e-cigarette advertising reduces demand for traditional cigarettes and ii) individuals treat e-cigarettes and traditional cigarettes as substitutes. I then… 
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