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How well does the index of receptivity to tobacco industry promotion discriminate between smoking and never smoking adolescents.

Lee, Alvin Y. C. and Lam, Desmond C. S. 2005, How well does the index of receptivity to tobacco industry promotion discriminate between smoking and never smoking adolescents., in ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries, ANZMAC, [Perth, W.A.], pp. 181-188.

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Title How well does the index of receptivity to tobacco industry promotion discriminate between smoking and never smoking adolescents.
Author(s) Lee, Alvin Y. C.
Lam, Desmond C. S.
Conference name Australia and New Zealand Marketing Association Conference (2005 : Fremantle, W.A.)
Conference location Fremantle, W.A.
Conference dates 5-7 Dec. 2005
Title of proceedings ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australia and New Zealand Marketing Association Conference
Start page 181
End page 188
Publisher ANZMAC
Place of publication [Perth, W.A.]
Keyword(s) adolescent
smoking
tobacco industry promotion
validation
Summary Tobacco advertising is often named as the culprit that causes children to start smoking (Lancaster & Lancaster, 2003). This belief can partly be attributed to the Index of Receptivity to Tobacco Industry Promotion (IRTIP) developed by Evans, Farkas, Gilpin, Berry, & Pierce (1995). IRTIP was later modified and used by Pierce, Choi, Gilpin, Farkas, & Berry (1998) in a longitudinal study that claimed to have found a causal link between advertising and adolescent cigarette trial. The model is advertised by the American National Cancer Institute (2004) as being able to measure the likelihood of an adolescent starting smoking. Because of Pierce’s causality claim and this endorsement, IRTIP has been widely adopted by tobacco-control researchers. Consequently, the results from IRTIP based surveys have played a central role in influencing tobacco control policy. Based on the logic that a model used to predict the chances of a non-smoker becoming a smoker should be able to distinguish between these two groups, discriminant analysis with dummy coded variables was used to validate IRTIP. The results show that while IRTIP classifies never-smokers well, it grossly misclassifies smokers. This leads to questions about the validity of the model and of studies using IRTIP.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 0646455028
064645546X
9780646455020
9780646455464
Language eng
Field of Research 150504 Marketing Measurement
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036224

Document type: Conference Paper
Collections: School of Management and Marketing
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