publication . Report . Preprint . 2003

Alcohol Advertising and Alcohol Consumption by Adolescents

Henry Saffer; Dhaval Dave;
Open Access
  • Published: 01 May 2003
  • Publisher: National Bureau of Economic Research
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...
Persistent Identifiers
free text keywords: jel:I1
Funded by
  • Funder: National Institutes of Health (NIH)
  • Project Code: 1R01AA011851-01A1
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