Questioning the construct of 'susceptibility' in the causal link between tobacco industry promotion and adolescent smoking
Lee, Alvin, Mizerski, Dick and Mizerski, Katherine 2004, Questioning the construct of 'susceptibility' in the causal link between tobacco industry promotion and adolescent smoking, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z..
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The first article to report on a causal connection between tobacco industry promotion and adolescent smoking (Pierce et al. 1998) had, and continues to have, a significant influence on the marketing of cigarettes in many parts of the world. A key construct in determining causality was the ability to identify the respondents’ “susceptibility to smoke”. Through an analysis of the questions, and reanalysis of the original data used by Pierce et al. (1998), it is shown that the construct is flawed, and needs revision before a causal link can be claimed with the original data.
Reproduced with the kind permission of the copyright owner.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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