Date
2012-05
Collection title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Dewey
Marketing
Sujet
Ad parodies; Persuasion; Anti-tobacco activism
JEL code
M31
Conference name
Academy of Marketing Science (AMS) Annual Conference : Marketing Dynamism & Sustainability, Things Change, Things Stay the Same…
Conference date
05-2012
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
Author
Robinson, Leroy Jr.
Publisher
Springer
Publisher city
Heidelberg
Year
2015
Pages number
836
ISBN
978-3-319-10911-4
Author
Parguel, Béatrice
Lunardo, Renaud
Chebat, Jean-Charles
Type
Communication / Conférence
Item number of 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.
