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Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products

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...

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Autores principales: Bogliacino, Francesco, Codagnone, Cristiano, Veltri, Giuseppe Alessandro, Chakravarti, Amitav, Ortoleva, Pietro, Gaskell, George, Ivchenko, Andriy, Lupiáñez-Villanueva, Francisco, Mureddu, Francesco, Rudisill, Caroline
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2015
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4618929/
https://www.ncbi.nlm.nih.gov/pubmed/26485272
http://dx.doi.org/10.1371/journal.pone.0139542
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author Bogliacino, Francesco
Codagnone, Cristiano
Veltri, Giuseppe Alessandro
Chakravarti, Amitav
Ortoleva, Pietro
Gaskell, George
Ivchenko, Andriy
Lupiáñez-Villanueva, Francisco
Mureddu, Francesco
Rudisill, Caroline
author_facet Bogliacino, Francesco
Codagnone, Cristiano
Veltri, Giuseppe Alessandro
Chakravarti, Amitav
Ortoleva, Pietro
Gaskell, George
Ivchenko, Andriy
Lupiáñez-Villanueva, Francisco
Mureddu, Francesco
Rudisill, Caroline
author_sort Bogliacino, Francesco
collection PubMed
description 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. JEL CLASSIFICATION: C26, C99, D03, I18 PSYCINFO CLASSIFICATION: 2360; 3920
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spelling pubmed-46189292015-10-29 Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products Bogliacino, Francesco Codagnone, Cristiano Veltri, Giuseppe Alessandro Chakravarti, Amitav Ortoleva, Pietro Gaskell, George Ivchenko, Andriy Lupiáñez-Villanueva, Francisco Mureddu, Francesco Rudisill, Caroline PLoS One Research Article 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. JEL CLASSIFICATION: C26, C99, D03, I18 PSYCINFO CLASSIFICATION: 2360; 3920 Public Library of Science 2015-10-20 /pmc/articles/PMC4618929/ /pubmed/26485272 http://dx.doi.org/10.1371/journal.pone.0139542 Text en © 2015 Bogliacino et al http://creativecommons.org/licenses/by/4.0/ 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 properly credited.
spellingShingle Research Article
Bogliacino, Francesco
Codagnone, Cristiano
Veltri, Giuseppe Alessandro
Chakravarti, Amitav
Ortoleva, Pietro
Gaskell, George
Ivchenko, Andriy
Lupiáñez-Villanueva, Francisco
Mureddu, Francesco
Rudisill, Caroline
Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
title Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
title_full Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
title_fullStr Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
title_full_unstemmed Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
title_short Pathos & Ethos: Emotions and Willingness to Pay for Tobacco Products
title_sort pathos & ethos: emotions and willingness to pay for tobacco products
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4618929/
https://www.ncbi.nlm.nih.gov/pubmed/26485272
http://dx.doi.org/10.1371/journal.pone.0139542
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