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

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...
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https://halshs.archives-ouvertes.fr/halshs-00636238
Contributor : Béatrice Parguel <>
Submitted on : Wednesday, January 11, 2012 - 7:08:58 PM
Last modification on : Friday, October 23, 2020 - 4:50:56 PM
Long-term archiving on: : Thursday, April 12, 2012 - 2:21:04 AM

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Béatrice Parguel, Renaud Lunardo, Jean-Charles Chebat. When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry. Première Journée Internationale du Marketing Santé, 2010, France. ⟨halshs-00636238⟩

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