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

Béatrice Parguel (), Renaud Lunardo and Jean-Charles Chebat
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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

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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...

Keywords: spoof advertising; anti-tobacco activism; persuasion; netnography (search for similar items in EconPapers)
Date: 2010
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636238v1
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Published in Première Journée Internationale du Marketing Santé, 2010, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00636238

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