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
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas
Emotional Volatility and Cultural Success
Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne