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Lauren G. Block, PhD, Vicki G. Morwitz, PhD, William P. Putsis, Jr, PhD and Subrata K. Sen, PhD

Lauren G. Block is with the Department of Marketing, Baruch College, New York City. Vicki G. Morwitz is with the Department of Marketing, New York University, New York City. William P. Putsis Jr is with the Department of Marketing, London Business School, London, England. Subrata K. Sen is with the Department of Marketing, Yale University, New Haven, Conn.

Correspondence: Requests for reprints should be sent to William P. Putsis Jr, London Business School, Regent’s Park, London NW1 4SA, United Kingdom (e-mail: bputsis{at}london.edu).

Objectives. This study examined whether adolescents’ recall of antidrug advertising is associated with a decreased probability of using illicit drugs and, given drug use, a reduced volume of use.

Methods. A behavioral economic model of influences on drug consumption was developed with survey data from a nationally representative sample of adolescents to determine the incremental impact of antidrug advertising.

Results. The findings provided evidence that recall of antidrug advertising was associated with a lower probability of marijuana and cocaine/crack use. Recall of such advertising was not associated with the decision of how much marijuana or cocaine/crack to use. Results suggest that individuals predisposed to try marijuana are also predisposed to try cocaine/crack.

Conclusions. The present results provide support for the effectiveness of antidrug advertising programs. (Am J Public Health. 2002;92:1346–1351)

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