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AJPH First Look, published online ahead of print Jun 29, 2006
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August 2006, Vol 96, No. 8 | American Journal of Public Health 1359-1363
© 2006 American Public Health Association
DOI: 10.2105/AJPH.2005.069617

HEALTH POLICY AND ETHICS

Effect of Increased Social Unacceptability of Cigarette Smoking on Reduction in Cigarette Consumption

Benjamin Alamar, PhD and Stanton A. Glantz, PhD

The authors are with the Center for Tobacco Control Research and Education, University of California, San Francisco.

Correspondence: Requests for reprints should be sent to Stanton A. Glantz, PhD, Center for Tobacco Control Research and Education, University of California, San Francisco, 530 Parnassus Ave, Suite 366, San Francisco, CA 94143 (email: glantz{at}medicine.ucsf.edu).

ABSTRACT

Taxes on cigarettes have long been used to help reduce cigarette consumption. Social factors also affect cigarette consumption, but this impact has not been quantified. We computed a social unacceptability index based on individuals’ responses to questions regarding locations where smoking should be allowed.

A regression analysis showed that the social unacceptability index and price had similar elasticities and that their effects were independent of each other. If, through an active tobacco control campaign, the average individual’s views on the social unacceptability of smoking changed to more closely resemble the views of California residents, there would be a 15% drop in cigarette consumption, equivalent to a $1.17 increase in the excise tax on cigarettes.




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