Electricity from renewable energy sources - what target are we aiming for?
Verhaegen, K. Meeus, Leonardo Delvaux, Bram Belmans, Ronnie
Verhaegen, K.
Meeus, Leonardo
Delvaux, Bram
Belmans, Ronnie
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Conference Proceeding
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2006
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Proceedings of 7th Environmental Taxation Conference
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Abstract
People's self-regulatory focus may determine the effectiveness of stop-smoking campaigns. An experiment with 226 young smokers investigated the persuasiveness of different emotional appeals for different self-regulatory foci. A congruency effect emerges for attitude toward the advertisement and behavioral intentions: Young smokers with a promotion focus are more persuaded by sadness–joy than fear–relief campaigns, and the opposite is true for those with a prevention focus. As predicted by the regulatory relevancy principle, ad involvement mediates this effect.
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Energy Markets, Operations & Supply Chain Management