The influence of advertising on alcohol consumption: a literature review and an econometric analysis of four European nations

Econometric and laboratory research in the US, Canada and the UK have not revealed advertising to have a significant effect on alcohol consumption.

The Influence of Advertising on Alcohol Consumption

A Literature Review and An Econometric Analysis of Four European Nations

John Calfee and Carl Scheraga

Econometric and laboratory research in the US, Canada and the UK have not revealed advertising to have a significant effect on alcohol consumption. The same is true of survey research, which confirms the powerful role of social factors such as the attitudes and behaviour of parents and peers. This paper, first published in 1994, is an econometric analysis of the alcoholic beverage markets of France, Germany, the Netherlands, Sweden (where alcohol advertising has been...

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