The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers

L. Adams (), T. Faseur and Maggie Geuens

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

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 (fear-relief versus sadness-joy) for different self-regulatory foci (prevention versus promotion). 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.

Pages: 41 pages
Date: 2010-09
New Economics Papers: this item is included in nep-exp, nep-neu and nep-reg
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Working Paper: The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers (2010)
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:10/672

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