The influence of self-regulatory focus on the effectiveness of stop-smoking campaigns
Adams, Leen Faseur, Tine Geuens, Maggie
Adams, Leen
Faseur, Tine
Geuens, Maggie
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2011
Journal
Journal of Consumer Affairs
Book
Publication Volume
45
Publication Issue
2
Publication Begin page
275
Publication End page
305
Publication NUmber of pages
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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
Consumer Behaviour