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dc.contributor.authorParguel, Béatrice
dc.contributor.authorLunardo, Renaud
dc.contributor.authorChebat, Jean-Charles
dc.date.accessioned2012-06-18T14:15:38Z
dc.date.available2012-06-18T14:15:38Z
dc.date.issued2012-05
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/9499
dc.language.isoenen
dc.subjectAd parodiesen
dc.subjectPersuasionen
dc.subjectAnti-tobacco activismen
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.titleEffects of Anti-Tobacco Brands Ad Parodies on Cigarette Brands Attitudeen
dc.typeCommunication / Conférence
dc.contributor.editoruniversityotherHEC Montreal;Canada
dc.contributor.editoruniversityotherGroupe ESC Troyes;France
dc.description.abstractenThis 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.en
dc.identifier.citationpages383-393en
dc.relation.ispartofseriestitleDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
dc.relation.ispartoftitleMarketing Dynamism & Sustainability: Things Change, Things Stay the Same... Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference
dc.relation.ispartofeditorRobinson, Leroy Jr.
dc.relation.ispartofpublnameSpringer
dc.relation.ispartofpublcityHeidelberg
dc.relation.ispartofdate2015
dc.relation.ispartofpages836
dc.relation.ispartofurlhttp://dx.doi.org/10.1007/978-3-319-10912-1
dc.identifier.urlsitehttp://halshs.archives-ouvertes.fr/halshs-00703906en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.ispartofisbn978-3-319-10911-4
dc.relation.conftitleAcademy of Marketing Science (AMS) Annual Conference : Marketing Dynamism & Sustainability, Things Change, Things Stay the Same…en
dc.relation.confdate2012-05
dc.relation.confcityNew Orleans, LAen
dc.relation.confcountryÉtats-Unisen
dc.relation.forthcomingnon
dc.identifier.doihttp://dx.doi.org/10.1007/978-3-319-10912-1_133


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