F3. the Dark Side of Happy Brands: a Case Study of Newport Cigarette Advertising
This qualitative study uses the tobacco industry’s consumer research, made public from litigation, to examine how happiness appears particularly applicable to hedonic consumption, such as smoking, even though products and brands pertaining to hedonic consumption may not ultimately be beneficial or healthy to consumers.
Timothy Dewhirst and Wonkyong Beth Lee (2018) ,"F3. the Dark Side of Happy Brands: a Case Study of Newport Cigarette Advertising", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 903-903.
Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln
Improving Customer Satisfaction Online through Valence Matching
Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA