1J When the Bigger is Not the Better: Backlash Effects of Before-and-After Advertising

• In Event: Working Paper Session & Reception
  In Working Paper Session: 1. Advertising

Short Abstract

This research explores the impact of the discrepancy shown in before and after weight loss appeals. We show that a large discrepancy can have negative effects on attitudes towards the advertised product due to lowered safety perceptions. Further, this backlash effect is more likely among high power consumers.

Authors

• Hamed Aghakhani, Dalhousie University, Canada

• Pingping Qiu, Monash University, Australia

• Kelley Main, University of Manitoba, Canada

• Fang Wan, University of Manitoba, Canada