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An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption

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  • Pechmann, Cornelia
  • Knight, Susan J

Abstract

Ninth graders were randomly exposed to one of eight slice-of-life videotapes showing stimulus advertising (cigarette, antismoking, both, neither) and unfamiliar peers who either did or did not smoke cigarettes. The findings indicate that the cigarette advertising primed positive smoker stereotypes, which caused subjects to seek out favorable information about the peers shown smoking. Subjects' beliefs and intentions about cigarette consumption were thereby enhanced by the joint effects of advertising and peers. However, an antismoking advertisement shown in conjunction with cigarette advertising made salient negative smoker stereotypes, evoked unfavorable thoughts about peers shown smoking, and prevented cigarette advertising from promoting smoking. Copyright 2002 by the University of Chicago.

Suggested Citation

  • Pechmann, Cornelia & Knight, Susan J, 2002. "An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 5-19, June.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:1:p:5-19
    DOI: 10.1086/339918
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    Cited by:

    1. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Effects Of Anti-Tobacco Brands Ad Parodies On Cigarette Brands Attitude," Post-Print halshs-00703906, HAL.
    2. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects on Cigarette Brands Attitude," Post-Print halshs-00704000, HAL.
    3. Khandeparkar, Kapil & Motiani, Manoj & Sharma, Amalesh, 2021. "Thank you for not smoking – A multi-method investigation to understand the effect of anti-smoking warnings in television programs," Journal of Business Research, Elsevier, vol. 128(C), pages 462-472.
    4. Yanwen Wang & Michael Lewis & Vishal Singh, 2016. "The Unintended Consequences of Countermarketing Strategies: How Particular Antismoking Measures May Shift Consumers to More Dangerous Cigarettes," Marketing Science, INFORMS, vol. 35(1), pages 55-72, January.
    5. Annette Singleton Jackson, 2011. "Advertising To Adolescents: An Examination Of Skepticism," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(3), pages 85-91.
    6. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2010. "When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry," Post-Print halshs-00636238, HAL.
    7. Capella, Michael L. & Webster, Cynthia & Kinard, Brian R., 2011. "A review of the effect of cigarette advertising," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 269-279.
    8. Yang, Zhiyong & Netemeyer, Richard G., 2015. "Differential effects of parenting strategies on child smoking trajectories: A longitudinal assessment over twelve years," Journal of Business Research, Elsevier, vol. 68(6), pages 1273-1282.
    9. Shiu, Edward & Hassan, Louise M. & Walsh, Gianfranco, 2009. "Demarketing tobacco through governmental policies - The 4Ps revisited," Journal of Business Research, Elsevier, vol. 62(2), pages 269-278, February.
    10. John Tsalikis, 2015. "The Effects of Priming on Business Ethical Perceptions: A Comparison Between Two Cultures," Journal of Business Ethics, Springer, vol. 131(3), pages 567-575, October.
    11. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    12. Jörn H. Block & Philipp Köllinger, 2007. "Peer Influence in Network Markets: An Empirical Investigation," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 59(4), pages 364-386, October.
    13. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
    14. repec:dau:papers:123456789/3624 is not listed on IDEAS
    15. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.
    16. Brennan Davis & Cornelia Pechmann, 2023. "When Students Patronize Fast-Food Restaurants near School: The Effects of Identification with the Student Community, Social Activity Spaces and Social Liability Interventions," IJERPH, MDPI, vol. 20(5), pages 1-24, March.
    17. David Rowthorn, 2019. "Is Child Advertising Inherently Unfair?," Journal of Business Ethics, Springer, vol. 158(3), pages 603-615, September.
    18. Michael Thomas, 2019. "Was Television Responsible for a New Generation of Smokers?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 689-707.
    19. Marcello TEDESCHI & Maria Cristiana MARTINI & Giovanna GALLI, 2018. "Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 176-184, November.
    20. Lemarié, Linda & Chebat, Jean-Charles, 2013. "Resist or comply: Promoting responsible gambling among youth," Journal of Business Research, Elsevier, vol. 66(1), pages 137-140.

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