Branded and non-branded tobacco counter-advertisements : an experimental study of reactance and other maladaptive and adaptive coping responses

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dc.contributor.authorWehbe, Michelle S
dc.contributor.authorUniversity of Lethbridge. Faculty of Management
dc.contributor.supervisorBasil, Debra
dc.contributor.supervisorBasil, Michael D.
dc.date.accessioned2014-05-16T21:23:02Z
dc.date.available2014-05-16T21:23:02Z
dc.date.issued2012
dc.degree.levelMastersen_US
dc.degree.levelMasters
dc.descriptionx, 125 leaves : ill. ; 29 cmen_US
dc.description.abstractAn experiment was done to investigate whether or not there is a need to treat smokers and non-smokers as separate target audiences when creating tobacco counter-advertisements. The Extended Parallel Process Model (Witte, 1992) and Reactance Theory (Brehm, 1966) were used to guide the development of predictions. The study revealed that social marketers need to have different advertising tactics for smokers and non-smokers, since smokers have reported more maladaptive coping responses and fewer adaptive coping responses than non-smokers. Moreover, based on the fact that a smoker’s brand forms an essential part of their self-identity (Goldberg et al., 1995) the experiment was also designed to see if smokers would have differing levels of reactance and other maladaptive coping responses if they saw a counter-advertisement attacking their brand, one attacking a competing brand, and a non-branded one. The study did not reveal any significant differences in reactions among the three conditions.en_US
dc.identifier.urihttps://hdl.handle.net/10133/3423
dc.language.isoen_CAen_US
dc.proquestyesNoen_US
dc.publisherLethbridge, Alta. : University of Lethbridge, Faculty of Management, c2012en_US
dc.publisher.facultyManagementen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Faculty of Management)en_US
dc.subjectAdvertising -- Tobacco -- Psychological aspectsen_US
dc.subjectAdvertising -- Cigarettes -- Psychological aspectsen_US
dc.subjectTobacco -- Marketingen_US
dc.subjectSmoking -- Psychological aspectsen_US
dc.subjectCigarette smokers -- Psychologyen_US
dc.subjectDissertations, Academicen_US
dc.titleBranded and non-branded tobacco counter-advertisements : an experimental study of reactance and other maladaptive and adaptive coping responsesen_US
dc.typeThesisen_US
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