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- Title
Value to smokers of improved cessation products: evidence from a willingness-to-pay survey.
- Authors
Busch, Susan; Falba, Tracy; Duchovny, Noelia; Jofre-Bonet, Mireia; O'Malley, Stephanie; Sindelar, Jody
- 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.
- Publication
Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2004, Vol 6, Issue 4, p631
- ISSN
1462-2203
- Publication type
Journal Article
- DOI
10.1080/14622200410001727885