Estimating the ‘consumer surplus’ for branded versus standardised tobacco packaging

作者: Philip Gendall , Christine Eckert , Janet Hoek , Tessa Farley , Jordan Louviere

DOI: 10.1136/TOBACCOCONTROL-2015-052488

关键词: Tobacco controlPackaging and labelingQuantitative measurePrice levelOnline studyAdvertisingEconomic surplusMedicineExciseTobacco price

摘要: Background Tobacco companies question whether standardised (or ‘plain’) packaging will change smokers’ behaviour. We addressed this by estimating how compared to a proven tobacco control intervention, price increases through excise taxes, thus providing quantitative measure of packaging9s likely effect. Methods conducted an online study 311 New Zealand smokers aged 18 years and above that comprised willingness-to-pay task comparing branded pack at four different levels, choice experiment. The latter used alternative-specific design, where the alternatives were or pack, with warning theme varied for each pack. Results Respondents had higher purchase likelihoods (with 30% warning) than 75% level tested, and, on average, willing pay approximately 5% more experiment produced very similar estimate ‘consumer surplus’ However, size between themes respondents’ demographic characteristics. Conclusions These two experiments suggest larger labels could have overall effect adult as increase. findings provide further evidence efficacy packaging, which focuses primarily reducing youth initiation, also bring notable benefits smokers.

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