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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 / Conférence
External document link
http://halshs.archives-ouvertes.fr/halshs-00704000
Date
2012-05
Conference title
EMAC : 41st annual conference
Conference date
2012-05
Conference city
Lisbonne
Conference country
Portugal
Metadata
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Author(s)
Lunardo, Renaud
Parguel, Béatrice cc
Chebat, Jean-Charles
Abstract (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 consumption
JEL
M31 - Marketing