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

Béatrice Parguel (1) , Renaud Lunardo (2) , Jean-Charles Chebat (3)

1 DRM - Dauphine Recherches en Management
2 Bordeaux Ecole de Management
3 HEC Montréal - HEC Montréal

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.

Mots clés: ad parodies; persuasion; anti-tobacco activism

Domaines: Gestion et management

Béatrice Parguel, Renaud Lunardo, Jean-Charles Chebat. EFFECTS OF ANTI-TOBACCO BRANDS AD PARODIES ON CIGARETTE BRANDS ATTITUDE. AMS, May 2012, United States. ⟨halshs-00703906⟩