1J When the Bigger Is Not the Better: Backlash Effects of Before-And-After Advertising

This research explores the impact of the discrepancy shown in before and after weight loss appeals. We show that a large discrepancy can have negative effects on attitudes towards the advertised product due to lowered safety perceptions. Further, this backlash effect is more likely among high power consumers.



Citation:

Hamed Aghakhani, Pingping Qiu, Kelley Main, and Fang Wan (2019) ,"1J When the Bigger Is Not the Better: Backlash Effects of Before-And-After Advertising", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 955-955.

Authors

Hamed Aghakhani, Dalhousie University, Canada
Pingping Qiu, Monash University, Australia
Kelley Main, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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