publication . Report . Preprint . Article . 2003

Alcohol Advertising and Alcohol Consumption by Adolescents

Henry Saffer; Dhaval Dave;
Open Access
  • Published: 01 May 2003
  • Publisher: National Bureau of Economic Research
Abstract
The purpose of this paper is to empirically estimate the effects of alcohol advertising on adolescent alcohol consumption. The theory of brand capital is used to explain the effects of advertising on consumption. The industry response function and the evidence from prior studies indicate that the empirical strategy should maximize the variance in the advertising data. The approach in this paper to maximizing the variance in advertising data is to employ cross sectional data. The Monitoring the Future (MTF) and the National Longitudinal Survey of Youth 1997 (NLSY97) data sets, which include only data for adolescents, are employed for the empirical work. These dat...
Subjects
free text keywords: jel:I1, Health Policy
Funded by
NIH| ALCOHOL ADVERTISING AND YOUTH--AN ECONOMETRIC APPROACH
Project
  • Funder: National Institutes of Health (NIH)
  • Project Code: 1R01AA011851-01A1
  • Funding stream: NATIONAL INSTITUTE ON ALCOHOL ABUSE AND ALCOHOLISM
28 references, page 1 of 2

Ackoff, R. and J. Emshoff, “Advertising Research at Anheuser-Busch, Inc. (1963-68),” Sloan Management Review, Winter, p. 1-15, 1975.

Advertising Age, Sales per Ad Dollar by Most Advertised Segment, www.adage.com, 1999.

American Chamber of Commerce Researchers Association, ACCRA Cost of Living Index, Alexandria, Virginia, 1997-1999.

Becker, G. and Murphy, K., “A Simple Theory of Advertising as a Good or Bad”, Quarterly Journal of Economics, 108, no. 4, 1993.

Blake, D. and A. Nied, “The Demand for Alcohol in the United Kingdom”, Applied Economics, 29, 1655-1672, 1997.

Bourgeois, J. and J. Barnes, "Does Advertising Increase Alcohol Consumption?", Journal of Advertising Research 19, 1979, 19-29.

Boyd, R. and B. Seldon, “The Fleeting Effect of Advertising”, Economic Letters, 34, 1990.

Breed, W., Wallack, L., and Grube, J. "Alcohol Advertising in College Newspapers: A 7-Year Follow-up", College Health, vol. 38, May, 1990. [OpenAIRE]

Bureau of Economic Analysis, Business Conditions Digest, United States Department of Commerce, 1996-1999.

Calfee, J. and C. Scheraga, “The Influence of Advertising on Alcohol Consumption: A Literature Review and An Econometric Analysis of Four European Nations,” International Journal of Advertising, vol. 13, no. 4, 1994. p. 287-310.

Center for Media Education, Alcohol Advertising Targeted at Youth on the Internet: An Update, http://tap.epn.org, 1998.

Center on Alcohol Marketing and Youth. Overexposed, Georgetown University, September 24, 2002.

Center on Alcohol Marketing and Youth. Drops in the bucket, Georgetown University, February 3, 2003.

Center on Alcohol Marketing and Youth. Radio Daze, Georgetown University, April 3, 2003.

Comanor, W., and Wilson, T., Advertising and Market Power, Cambridge: Harvard University Press, 1974.

28 references, page 1 of 2
Powered by OpenAIRE Research Graph
Any information missing or wrong?Report an Issue