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When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry

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  • Béatrice Parguel

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Renaud Lunardo

    (Groupe ESC Troyes en Champagne)

  • Jean-Charles Chebat

    (HEC Montréal - HEC Montréal)

Abstract

First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand spoof ads generate more positive emotions than negative emotions, particularly among non-smokers, and that individuals respond according to the source to which they attribute the ads (i.e., an activist, the tobacco industry or the government). The discussion of the results led to anticipate that anti-tobacco brand spoof ads could prove counterproductive...

Suggested Citation

  • 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.
    • Handle: RePEc:hal:journl:halshs-00636238
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636238
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    References listed on IDEAS

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