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.

Pathos & ethos : emotions and willingness to pay for tobacco products / F. Bogliacino, C. Codagnone, G.A. Veltri, A. Chakravarti, P. Ortoleva, G. Gaskell, A. Ivchenko, F. Lupianez Villanueva, F. Mureddu, C. Rudisill. - In: PLOS ONE. - ISSN 1932-6203. - 10:10(2015), pp. e0139542.1-e0139542.25. [10.1371/journal.pone.0139542]

Pathos & ethos : emotions and willingness to pay for tobacco products

C. Codagnone
Secondo
;
2015

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.
Humans; Surveys and Questionnaires; Tobacco Products; Decision Making; Emotions; Motivation; Medicine (all); Biochemistry, Genetics and Molecular Biology (all); Agricultural and Biological Sciences (all)
Settore SPS/08 - Sociologia dei Processi Culturali e Comunicativi
Settore M-PSI/05 - Psicologia Sociale
Settore SECS-P/06 - Economia Applicata
2015
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/459623
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