Concordance of Advertised Cigarette Prices with Purchase Receipts in the United States.

OBJECTIVES

Researchers and regulators study the advertised price of tobacco products to evaluate compliance with minimum price policies, tax increases, and geodemographic marketing. However, few studies report reliability of advertised price and none address its concordance with receipt price.

METHODS

In a sample of US tobacco retailers (N=1972), data collectors purchased the leading brand of non-menthol or menthol cigarettes, recorded advertised prices, whether sales tax was included and price was discounted. Intraclass correlation coefficients (ICCs) were computed for the same measures by different observers (reliability), and for receipt and advertised pack price (validity). Discrepancy between receipt and advertised price was modeled as a function of store type and presence of a discount.

RESULTS

Advertised price was assessed reliably (ICCs = 0.74 to 0.87) and concordance with receipt price was near perfect (ICCs = 0.96 to 1.00). Prices were identical in 77.7% of stores for Marlboro and 78.1% for Newport. Differences between receipt and advertised price were related to store type and presence of a discount for Marlboro, but not for Newport.

CONCLUSIONS

Findings validate a common measure of cigarette price in research on minimum price compliance, effects of tax increase and industry marketing.