Effects of Anti-Tobacco Brands Ad Parodies on Cigarette Brands Attitude

Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles

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 / Conférence

External document link

http://halshs.archives-ouvertes.fr/halshs-00703906

Date

2012-05

Conference title

Academy of Marketing Science (AMS) Annual Conference : Marketing Dynamism & Sustainability, Things Change, Things Stay the Same…

Conference date

2012-05

Conference city

New Orleans, LA

Conference country

États-Unis

Book title

Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference

Book author

Robinson, Leroy Jr.

Publisher

Springer

Series title

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Published in

Heidelberg

ISBN

978-3-319-10911-4

Number of pages

836

Pages

383-393

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

Ad parodies; Persuasion; Anti-tobacco activism

JEL

M31 - Marketing