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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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