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The authors find that exposure to smoking cessation advertising makes smokers both more likely to attempt to quit and more likely to successfully quit. Interestingly, exposure to advertising increases quit attempts and successful quits both with and without the use of products-in fact, advertising result in a bigger increase in quit attempts without a product than in quit attempts with a product. Thus advertising results in social returns above and beyond private profits because there are positive spillover effects of advertising on to consumers who quit cold turkey.
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