A review of the effect of cigarette advertising |
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| Authors: | Michael L Capella Cynthia Webster Brian R Kinard |
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| Institution: | a Villanova University, Villanova School of Business, Department of Marketing and Business Law, 800 Lancaster Avenue, Villanova, PA 19085-1678, United Statesb Mississippi State University, College of Business and Industry, Department of Marketing, Quantitative Analysis and Business Law, Box 9582, Mississippi State, MS 39762, United Statesc University of North Carolina-Wilmington, Cameron School of Business, Department of Marketing, 601 South College Road, Wilmington, NC 28403, United States |
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| Abstract: | Because of the inconsistency in the findings from past decades of research and the lack of consensus regarding the relationship between advertising exposure and cigarette consumption, the large body of extant research on the effectiveness of cigarette advertising has generated equivocal conclusions on this subject. Therefore, we conducted a comprehensive meta-analysis of cigarette advertising research to determine what impact, if any, cigarette advertising has on cigarette consumption. Unlike previous attempts to synthesize the cigarette advertising literature, this study examined three specific levels of the criterion (i.e., initiation, continuation, and brand behavior) rather than examining only aggregate consumption. |
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