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

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Author Info

  • Béatrice Parguel

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

  • Renaud Lunardo

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

  • Jean-Charles Chebat

    (HEC Montréal - HEC MONTRÉAL)

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    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.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/70/39/06/PDF/AMS_Parguel_Lunardo_Chebat_AMS_2012.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00703906.

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    Date of creation: 2012
    Date of revision:
    Publication status: Published - Presented, AMS, 2012, United States
    Handle: RePEc:hal:journl:halshs-00703906

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00703906
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: ad parodies ; persuasion ; anti-tobacco activism;

    This paper has been announced in the following NEP Reports:

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    1. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, University of Chicago Press, vol. 37(2), pages 197-206, 08.
    2. Maheswaran, Durairaj, 1994. " Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 21(2), pages 354-65, September.
    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, University of Chicago Press, vol. 29(1), pages 5-19, June.
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