Value to smokers of improved cessation products: evidence from a willingness-to-pay survey.


Journal Article

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.

Full Text

Cited Authors

  • Busch, S; Falba, T; Duchovny, N; Jofre-Bonet, M; O'Malley, S; Sindelar, J

Published Date

  • August 2004

Published In

Volume / Issue

  • 6 / 4

Start / End Page

  • 631 - 639

PubMed ID

  • 15370159

Pubmed Central ID

  • 15370159

Electronic International Standard Serial Number (EISSN)

  • 1469-994X

International Standard Serial Number (ISSN)

  • 1462-2203

Digital Object Identifier (DOI)

  • 10.1080/14622200410001727885


  • eng