Franklin Velasco Vizcaíno, José Manuel Guaita Martínez, José María Martín Martín
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Consequences of applying soft-sell themes in e-cigarette advertisements
This research uses a multi-method approach to validate the prominence of soft-sell themes to advertise e-cigarettes and to test how this advertising theme influences consumers' attitudes and behaviors. First, the study presents a content analysis identifying the prevalence of soft-sell themes used as marketing stimuli to advertise e-cigarettes. Second, a quasi-experiment tests the effects of a soft-sell theme ad on consumers' attitudes toward vaping, their intention to try e-cigarettes, their attitude toward smoking, and maladaptive intentions. This latter effect is relevant to e-cigarette marketing literature, as it suggests how consumers lose temporal distance of the harmful effects of vaping. Theoretical and practical contributions of these findings are discussed.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.