Making bad look good: The counterpersuasive effects of natural labels on (dangerous) vice goods

Abstract

While Graphic Pictorial Health Warnings (GHWs) are assumed to be an effective counterargument against tobacco marketing, little is known about whether or when promotional messaging can serve as refutational appeals. Drawing from research on cognitive biases, this research posits that natural label claims attenuate the impact of GHWs by reducing risk perceptions, and the presence of these claims result in more favorable brand, product, and marketer evaluations. Two experimental studies show that, through perceived risk, natural label claims reduce the effectiveness of counterpersuasive GHWs on the outcomes of brand attitude, health misperceptions, purchase intentions, and marketer responsibility perceptions. Findings also confirm predictions that a relevant individual difference variable (quit attempt status) moderates the effects of the natural label claim on consumer evaluations. Results enhance our understanding of natural claims as a refutational appeal for vice products. Implications are offered for marketers, public policy makers, and public health advocates.