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.

(2015). Pathos & ethos: Emotions and willingness to pay for tobacco products [journal article - articolo]. In PLOS ONE. Retrieved from https://hdl.handle.net/10446/243544

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

Bogliacino, Francesco;
2015-01-01

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.
articolo
2015
Bogliacino, Francesco; Codagnone, Cristiano; Veltri, Giuseppe Alessandro; Chakravarti, Amitav; Ortoleva, Pietro; Gaskell, George; Ivchenko, Andriy; Lu...espandi
(2015). Pathos & ethos: Emotions and willingness to pay for tobacco products [journal article - articolo]. In PLOS ONE. Retrieved from https://hdl.handle.net/10446/243544
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/243544
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