The estimation is difficult because of the interaction between free messages from the news media reporting research results, the slightly more costly public relations investment needed to call attention to research results, and, finally, the paid for efforts of advertising and promotion seeking to change consumer behavior. Such costs emphasize the point that the desired changes in consumer behavior cannot be stimulated cheaply. The potential gains from reduced health care costs are not large compared with total health care costs. The potential productivity gains from longer life spans are large and merit attention in assessing the benefits of moderate wine consumption. Industry gains will be substantial if more moderate wine consumption patterns are extended.
Some results are speculative, but all deserve serious consideration in evaluating future strategies.
Suggested References Doll, R., R. Peto, E. Hall, K. Wheatley, and R. Gray, 1994. Heien, Dale, 1994. Holmgren, Elisabeth, 1995. The Benefits for Healthcare Expenditures form Moderate Wine Consumption . Lewin-VHI Inc., Fairfax, Virginia.