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| Author: | Moschis, G. P. |
| Title: | Point of view: cigarette advertising and young smokers. |
| Journal: | Journal of Advertising Research
1989 : APR-MAY, VOL. 29:2, p. 51-60 |
| Index terms: | ADVERTISING RESEARCH PUBLIC ADVERTISING SMOKING |
| Language: | eng |
| Abstract: | Several popular perspectives relevant to the development of the smoking habit among youths are outlined. Some information useful in understanding and evaluating advertising processes and effects is presented. Defenders of advertising deny that advertising encourages smoking, it only influences brand choice. The proposition that smoking initiation and maintenance is the result of individual-related factors has received little attention so far among consumer researchers. |
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