Can corrective ad statements based on U.S. v. Philip Morris USA Inc. impact consumer beliefs about smoking?.
Based on the Court's ruling in U.S. v. Philip Morris USA Inc. (2006a), tobacco companies have been ordered to fund a large advertising campaign to 'correct' consumer beliefs about smoking for which consumers may have been misled due to past deceptive practices of tobacco companies. An ad copy test experiment is used to examine (1) effects of different versions of corrective ad statements that were submitted to the Court by Plaintiff Intervenors on multi-item belief measures and (2) the impact of the ad versions and beliefs on general attitude toward smoking across current adult smokers and nonsmokers. The ad versions tested include a copy-only control condition, copy plus graphic visual condition, and a version with a potentially distracting visual. Results indicate that the corrective statements in ads can have a positive effect on antismoking beliefs of focal interest in the case, and some beliefs are affected more strongly by the test ads than are others. Potential policy implications, limitations, and suggestions for future research are offered.
|Main Author:||Tangari, Andrea.|
|Other Authors:||Kees, Jeremy., Andrews, J., Burton, Scot.|