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| Author: | Inness, M. (et al.) |
| Title: | De-marketing tobacco through price changes and consumer attempts quit smoking |
| Journal: | Journal of Business Ethics
2008 : FEB II, VOL. 77:1, p. 405-416 |
| Index terms: | marketing tobacco industry public policy ethics |
| Language: | eng |
| Abstract: | This article assesses the effectiveness of de-marketing efforts in the case of tobacco products in three Canadian provinces. Model of rational addiction and the theory of planned behavior is applied in the analysis part. The results show a positive effect caused by price increases. However, after the price dropped to the original level, the effect was lost. The study suggests implications for future de-marketing efforts. |
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