Citation

Ornstein SI, Hanssens DM. J. Consum. Res. 1985; 12(2): 200.

Copyright

(Copyright © 1985, American Association for Public Opinion Research, Publisher University of Chicago Press)

DOI

10.1086/208509

PMID

unavailable

Abstract

This article tests the social marketing effectiveness of alcohol control laws designed to reduce the consumption of alcoholic beverages. The study uses state-level historical data to estimate the demand for distilled spirits and beer using economic, sociodemographic, and control-law explanatory variables. Spirits and beer consumption are found to react differently to changes in economic, sociodemographic, and regulatory variables. These differences suggest a consumer and product segment-based approach to alcohol control laws or social marketing that emphasizes measures directed at youths for beer and at price for spirits.