Assessing the Impact of Antidrug Advertising on Adolescent Drug Consumption: Results From a Behavioral Economic Model

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.