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Nicotine Tob Res. 2004 Aug;6(4):631-9.

Value to smokers of improved cessation products: evidence from a willingness-to-pay survey.

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  • 1Department of Epidemiology and Public Health, Yale University School of Medicine and Center for Nicotine and Tobacco Use Research at Yale, New Haven, CT 06520, USA. susan.busch@yale.edu

Abstract

The present study demonstrated the use of willingness to pay to value hypothetical new smoking cessation products. Data came from a baseline survey of participants in a clinical trial of medications for smoking cessation (N=356) conducted in New Haven, Connecticut. We analyzed individual willingness to pay for a hypothetical tobacco cessation treatment that is (a) more effective than those currently available and then (b) more effective and attenuates the weight gain often associated with smoking cessation. A majority of the respondents (n=280; 84%) were willing to pay for the more effective treatment, and, of those, 175 (63%) were willing to pay more if the increased effectiveness was accompanied by attenuation of the weight gain associated with smoking cessation. The present study suggests the validity of using willingness-to-pay surveys in assessing the value of new smoking cessation products and products with multifaceted improvements. From these data, we calculated estimates of the value of a quit. For the population studied, this survey suggests a substantial market for more effective smoking cessation treatments.

PMID:
15370159
[PubMed - indexed for MEDLINE]
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