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EFFECTS OF ANTI-TOBACCO BRANDS AD PARODIES ON CIGARETTE BRANDS ATTITUDE

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

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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.

Keywords: ad parodies; persuasion; anti-tobacco activism (search for similar items in EconPapers)
Date: 2012-05-15
New Economics Papers: this item is included in nep-hme and nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00703906
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Published in AMS, May 2012, United States

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