A case of a non-profit smoking cessation program creating a superhero "captain smokefree" to visit schools and show fifth-graders gross pictures of blackend lungs and pictures of people pulling oxygen tanks, is an attempt by the marketer to:
A) influence the perceived benefits of stopping smoking
B) increase the perceived cost of starting to smoke
C) maximize perceived association with superheroes
D) impact those in the maintenance stage of highly complex decisions
E) putting smoking in the adolescent's choice set

Question

Quizplus · Accepted Answer

The program aims to deter smoking by highlighting the negative consequences, thus increasing the perceived cost of starting to smoke.

A Case of a Non-Profit Smoking Cessation Program Creating a Superhero