Ball State University & NBER.
Cornell University & NBER.
J Health Econ. 2021 Sep;79:102512. doi: 10.1016/j.jhealeco.2021.102512. Epub 2021 Aug 2.
We exploit a quasi-experiment created when New York State began in 2011 to tax cigarettes sold on Native American Reservations. The regime change represents a unique opportunity to quantify brand loyalty because it almost doubled the price of premium-brand cigarettes, while Native brands were still untaxed. We use data from two different sources-the New York State Adult Tobacco Survey and the Nielsen Homescan Panel. We find that the increase in relative prices led to substantial declines in premium cigarette purchases. However, even among the premium consumers with the most to gain from switching, about three-quarters remained brand loyal.
我们利用了 2011 年纽约州开始对美国原住民保留地销售的香烟征税时创造的准实验数据。这种制度的改变为量化品牌忠诚度提供了一个独特的机会，因为它几乎使优质品牌香烟的价格翻了一番，而本土品牌仍然免税。我们使用了两个不同的数据源——纽约州成人烟草调查和尼尔森家庭扫描小组的数据。我们发现，相对价格的上涨导致了优质香烟购买量的大幅下降。然而，即使在那些从转换中获益最多的优质消费者中，也有大约四分之三的人保持了品牌忠诚度。
