The Effect of Contraceptive Advertising and Sexual Education on Condom Sales

In this dissertation, I consider the effect of contraceptive advertising and different forms of sexual education on condom sales. Because condoms are a readily available, easy to use, and inexpensive form of contraception, understanding factors which may affect usage---such as advertising and sexual education---can have meaningful policy implications. To estimate the effect of advertising and sexual education, I use discontinuities in both created by television market and state borders. I find the effect of condom advertising is lower and return on marketing investment is negative when abstinence is stressed. Hence, from a managerial perspective, firms may want to consider the status of sexual education when making targeting decisions. I also find comprehensive sexual education has different effects on condom sales depending on how it is disbursed. From a policy perspective, this research opens avenues for asking further questions about the effect of sexual education on contraceptive choices and sexual behavior.