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Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects 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. "Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects on Cigarette Brands Attitude," Post-Print halshs-00704000, HAL.
    • Handle: RePEc:hal:journl:halshs-00704000
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00704000
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    References listed on IDEAS

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    1. Pechmann, Cornelia & Ratneshwar, S, 1994. "The Effects of Antismoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 236-251, September.
    2. Karine Gallopel & Patrick Gabriel & Marine Le Gall-Ely & Sophie Rieunier & Bertrand Urien, 2011. "The use of visual warnings in social marketing: The case of tobacco," Post-Print halshs-00601101, HAL.
    3. 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.
    4. Gallopel-Morvan, Karine & Gabriel, Patrick & Le Gall-Ely, Marine & Rieunier, Sophie & Urien, Bertrand, 2011. "The use of visual warnings in social marketing: The case of tobacco," Journal of Business Research, Elsevier, vol. 64(1), pages 7-11, January.
    Full references (including those not matched with items on IDEAS)

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