Warning Young Adults Against Tobacco Consumption Through Ad Parodies : its Effects on Cigarette Brands Attitude
Lunardo, Renaud; Parguel, Béatrice; Chebat, Jean-Charles (2012-05), Warning Young Adults Against Tobacco Consumption Through Ad Parodies : its Effects on Cigarette Brands Attitude, EMAC : 41st annual conference, 2012-05, Lisbonne, Portugal
Type
Communication / ConférenceExternal document link
http://halshs.archives-ouvertes.fr/halshs-00704000Date
2012-05Conference title
EMAC : 41st annual conferenceConference date
2012-05Conference city
LisbonneConference country
PortugalMetadata
Show full item recordAbstract (EN)
This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco brands through the health beliefs they lead consumers to associate to the brand. On the contrary, text-only ad parodies prove counterproductive and lead to a boomerang effect characterized by an increase in consumers' tobacco brand attitude.Subjects / Keywords
Ethics; Social Responsibility; Consumer protection; ad parodies; tobacco consumptionJEL
M31 - MarketingRelated items
Showing items related by title and author.
-
Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles (2012-05) Communication / Conférence
-
Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles (2010-11) Communication / Conférence
-
Parguel, Béatrice; Lunardo, Renaud; Benoît-Moreau, Florence (2016) Communication / Conférence
-
Parguel, Béatrice; Lunardo, Renaud; Benoît-Moreau, Florence (2016) Communication / Conférence
-
Parguel, Béatrice; Lunardo, Renaud; Benoît-Moreau, Florence (2017) Article accepté pour publication ou publié