A new study finds that an increase in e-cigarette ads leads to a decrease in traditional cigarette sales.
A new study by Anna Tuchman, an assistant professor of marketing at Kellogg, provides one of the first attempts to understand the effects of e-cigarette ads. In her study, Tuchman finds that an increase in the number of TV commercials for e-cigarettes is actually linked to a decrease in traditional cigarette sales, perhaps because smokers are substituting the electronic product for the traditional one.
