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Impact of American cigarette advertising on imported cigarette consumption in Osaka, Japan

Akihito Hagihara and Yuzuru J Takeshita
Tobacco Control
Vol. 4, No. 3 (AUTUMN 1995), pp. 239-244
Published by: BMJ
Stable URL: http://www.jstor.org/stable/20747422
Page Count: 6
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Impact of American cigarette advertising on imported cigarette consumption in Osaka, Japan
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Abstract

Objective — To determine the predictors of imported cigarette consumption and the market share held by imported cigarettes in Osaka, Japan, for the period 1970-1990. Methods — Regression analyses including variables such as television cigarette commercials, cigarette prices, income, and cigarette consumption in the previous year. Results — In the first regression analysis, in which the dependent variable was imported cigarette consumption, the regression coefficients for gross rating point and income for American television cigarette commercials were 0.006 and 0.026, respectively (p < 0.01). However, the prices of imported and domestic cigarettes were not significant predictors. In the second regression analysis, in which the dependent variable was market share of imported cigarettes, the regression coefficient for the television commercial ratio for imported to domestic cigarettes was 0.018 (p < 0.01). The price ratio for domestic to imported cigarettes was not a significant predictor. Conclusion — Television commercials for American cigarettes have been effective in inducing brand switching from domestic to imported cigarettes in Osaka in the period 1970-1990.

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