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.
Citation:
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.
Authors
Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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