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
Share Proceeding
Featured papers
See MoreFeatured
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
Featured
D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions
Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná
Featured
Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience
Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada