Effects of Anti-Tobacco Brands Ad Parodies on Cigarette Brands Attitude
Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles (2012-05), Effects of Anti-Tobacco Brands Ad Parodies on Cigarette Brands Attitude, in Robinson, Leroy Jr., Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference, Springer : Heidelberg, p. 383-393. http://dx.doi.org/10.1007/978-3-319-10912-1_133
Type
Communication / ConférenceExternal document link
http://halshs.archives-ouvertes.fr/halshs-00703906Date
2012-05Conference title
Academy of Marketing Science (AMS) Annual Conference : Marketing Dynamism & Sustainability, Things Change, Things Stay the Same…Conference date
2012-05Conference city
New Orleans, LAConference country
États-UnisBook title
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... Proceedings of the 2012 Academy of Marketing Science (AMS) Annual ConferenceBook author
Robinson, Leroy Jr.Publisher
Springer
Series title
Developments in Marketing Science: Proceedings of the Academy of Marketing SciencePublished in
Heidelberg
ISBN
978-3-319-10911-4
Number of pages
836Pages
383-393
Publication identifier
Metadata
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
Ad parodies; Persuasion; Anti-tobacco activismJEL
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