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Effects Of Anti-Tobacco Brands Ad Parodies On Cigarette Brands Attitude

Author

Listed:
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Renaud Lunardo

    (Bordeaux Ecole de Management - Bordeaux Management School (BEM))

  • Jean-Charles Chebat

    (HEC Montréal - HEC Montréal)

Abstract

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.

Suggested Citation

  • Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Effects Of Anti-Tobacco Brands Ad Parodies On Cigarette Brands Attitude," Post-Print halshs-00703906, HAL.
    • Handle: RePEc:hal:journl:halshs-00703906
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00703906
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    References listed on IDEAS

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    4. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
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    More about this item

    Keywords

    ad parodies; persuasion; anti-tobacco activism;
    All these keywords.

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