Adams, LeenFaseur, TineGeuens, Maggie2017-12-022017-12-0220110022-007810.1111/j.1745-6606.2011.01203.xhttp://hdl.handle.net/20.500.12127/4237People'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.enConsumer BehaviourJournal of Consumer Affairs1745-6606165115110634512134899