The Influence of the Self‐Regulatory Focus on the Effectiveness of Stop‐Smoking Campaigns for Young Smokers
ADAMS, LEEN FASEUR, TINEKE GEUENS, MAGGIE
ADAMS, LEEN
FASEUR, TINEKE
GEUENS, MAGGIE
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2011-06
Journal
Journal of Consumer Affairs
Book
Publication Volume
45
Publication Issue
2
Publication Begin page
275
Publication End page
305
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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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Keywords
35 Commerce, Management, Tourism and Services, 3506 Marketing, Prevention, Tobacco, Substance Misuse, Tobacco Smoke and Health, Respiratory