“The effects of demarketing campaigns on consumption and consumer behaviour. A study of smokers in the UK
Nanji, Naveed Firoz (2015) “The effects of demarketing campaigns on consumption and consumer behaviour. A study of smokers in the UK. [Dissertation (University of Nottingham only)]
Tobacco consumption is a controversial habit in society and has been heavily demarketed throughout the years due to the effects it causes consumers. Governments together with social marketers have attempted to reinforce these campaigns through increase in prices, changing packaging regulations and reducing availability of these products to the public on the governments’ side and social marketers have set out anti-smoking campaigns to educate consumers on the dangers of smoking. Advertising on marketing has two kinds of emotional appeals that they use to reinforce this, negative and positive appeals in advertising. Using fear as the main negative attempts to put consumers in discomfort and the only way to remove one from that discomfort is to stop the behaviour. Positive appeals tend to target the understanding side of emotion for consumers.
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