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A review of the effect of advertising on cigarette initiation, continuation and brand behavior: A mixed method approach.

机译：广告对卷烟引发，延续和品牌行为的影响的综述：一种混合方法。

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摘要

A myriad of factors have been found to contribute to cigarette consumption, and determining the exact impact of advertising, if any, has remained an elusive but coveted goal for academicians and practitioners alike. But because previous research and reviews on the effect of cigarette advertising on cigarette consumption report mixed results, the effectiveness of cigarette advertising, according to the large body of extant empirical research, is equivocal. To ascertain the efficacy of cigarette advertising, the current research is a narrative review followed by a quantitative integration (meta-analysis) of all the available published cigarette advertising research conducted to determine what impact, if any, advertising has on smoking initiation or onset, continuation or maintenance, and brand behavior (i.e., brand loyalty and switching). Therefore, the purpose of this dissertation is to review a fragmented and confusing body of literature in an unbiased manner using social learning theory as a theoretical framework to shed light on our understanding of the effect, or lack thereof, of advertising on consumers' beginning and maintaining an unhealthy behavior.; The meta-analysis shows that cigarette advertising is not a significant predictor of cigarette initiation or cigarette continuation, and thus the results of this dissertation challenge the efficacy of cigarette advertising's effect on primary demand. Then again, as expected, cigarette advertising is shown to be a significant predictor of cigarette brand loyalty and brand switching behavior. Because advertising was found to be a relatively unimportant factor in primary demand for cigarettes, consequently, advertising does not appear to be salient in a consumer's decision regarding beginning or maintaining cigarette smoking.; An analysis of moderator variables finds that the quality of the research, including the type of research (econometric vs. survey), theoretical basis (if any), and the measurement of the predictor variable has a significant effect on the results shown. In addition, the influence of advertising on brand behavior was found to be greater for adults than for adolescents. The identification of these relevant moderator variables will consequently aid in directing future research efforts.
机译：已经发现影响香烟消费的因素众多，并且确定广告的确切影响（如果有的话）对于学者和从业者而言仍然是一个遥不可及但令人垂涎的目标。但是由于先前关于卷烟广告对卷烟消费的影响的研究和评论报告的结果参差不齐，因此，根据大量的现有经验研究，卷烟广告的有效性是模棱两可的。为了确定香烟广告的功效，目前的研究是对叙述进行回顾，然后对所有可用的已发表香烟广告研究进行定量整合（元分析），以确定广告对吸烟开始或发作的影响（如果有），持续性或维护性，以及品牌行为（即品牌忠诚度和转换）。因此，本论文的目的是以社会学习理论为理论框架，以公正的方式回顾零散而混乱的文学体系，以阐明我们对广告对消费者的开始和发展的影响或缺乏影响的理解。保持不健康的行为。荟萃分析表明，卷烟广告并不是卷烟起始或卷烟持续时间的重要预测指标，因此，本论文的结果挑战了卷烟广告对基本需求的效果。再一次，正如预期的那样，香烟广告被证明是香烟品牌忠诚度和品牌转换行为的重要预测指标。因为发现广告对卷烟的主要需求是相对不重要的因素，因此，在消费者决定开始或维持吸烟方面，广告似乎并不重要。对主持人变量的分析发现，研究质量（包括研究类型（计量经济学与调查研究），理论基础（如果有）和预测变量的测量）对显示的结果有重大影响。此外，发现广告对品牌行为的影响，成年人比青少年更大。这些相关的主持人变量的识别将因此有助于指导未来的研究工作。

著录项

  • 作者

    Capella, Michael Louis.;

  • 作者单位

    Mississippi State University.;

  • 授予单位 Mississippi State University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2005
  • 页码 91 p.
  • 总页数 91
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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