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

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.

Citation:

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.