Insights and Challenges in Studying the Effects of Anti-Smoking Ad Campaigns and Other Transformational Consumer Research

J. Craig Andrews, Marquette University, USA
Scot Burton, University of Arkansas, USA
Richard Netemeyer, University of Virginia, USA
In this session, we focus on a set of studies from the multi-million dollar, Wisconsin anti-tobacco advertising campaign. In the first study, over 900 adolescents are interviewed to examine the influence of campaign attitudes, prior trial behavior, and social influence on anti-smoking beliefs and smoking intent. In the second study, interviews with 327 adult smokers investigate quitting intentions as a function of children at home and industry deception beliefs. Methodological difficulties, compromises among diverse stakeholders, and recommendations are discussed. Examples from participation in other transformative consumer research (National Youth Anti-Drug Media Campaign, FTC, FDA, Keystone front-of-package labeling initiative) are offered.
[ to cite ]:
J. Craig Andrews, Scot Burton, and Richard Netemeyer (2009) ,"Insights and Challenges in Studying the Effects of Anti-Smoking Ad Campaigns and Other Transformational Consumer Research", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 143-145.