Assessing the impact of antidrug advertising on adolescent drug consumption: results from a behavioral economic model.
OBJECTIVE
This study examined whether adolescents' recall of antidrug advertising is associated with a decreased probability of using illicit drugs and, given drug use, a reduced volume of use.


METHODS
A behavioral economic model of influences on drug consumption was developed with survey data from a nationally representative sample of adolescents to determine the incremental impact of antidrug advertising.


RESULTS
The findings provided evidence that recall of antidrug advertising was associated with a lower probability of marijuana and cocaine/crack use. Recall of such advertising was not associated with the decision of how much marijuana or cocaine/crack to use. Results suggest that individuals predisposed to try marijuana are also predisposed to try cocaine/crack.


CONCLUSIONS
The present results provide support for the effectiveness of antidrug advertising programs.
Block
Lauren G
LG
Department of Marketing, Baruch College, New York City, NY, USA.
Morwitz
Vicki G
VG
Putsis
William P
WP
Sen
Subrata K
SK
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000329:Advertising; D019970:Cocaine-Related Disorders / Q000453:epidemiology / Q000517:prevention & control; D016578:Crack Cocaine / Q000600:supply & distribution; D005260:Female; D006302:Health Services Research; D006801:Humans; D013287:Illicit Drugs / Q000600:supply & distribution; D008297:Male; D002189:Marijuana Abuse / Q000453:epidemiology / Q000517:prevention & control; D008402:Mass Media; D010565:Persuasive Communication; D011336:Probability; D015397:Program Evaluation; D019966:Substance-Related Disorders / Q000453:epidemiology / Q000517:prevention & control*; D014481:United States / Q000453:epidemiology; D014837:Voluntary Health Agencies
D016578:Crack Cocaine; D013287:Illicit Drugs