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Title: Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
Authors: Bogliacino, F.
Codagnone, C.
Veltri, Giuseppe A.
Chakravarti, A.
Ortoleva, P.
Gaskell, G.
Ivchenko, A.
Lupiáñez-Villanueva, F.
Mureddu, F.
Rudisill, C.
First Published: 20-Oct-2015
Publisher: Public Library of Science
Citation: PLoS ONE, 2015, 10 (10), e0139542
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.
DOI Link: 10.1371/journal.pone.0139542
ISSN: 1932-6203
Version: Publisher Version
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright: © 2015 Bogliacino et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited
Appears in Collections:Published Articles, Dept. of Media and Communication

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