The interest of combining emotions in anti-tobacco health messages

Intérêt de l’association d’émotions dans les messages sanitaires anti-tabac

Cécile Colin () and Olivier Droulers ()
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Cécile Colin: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research focuses on the influence of the combination of anger with a fear appeal messages for tobacco control. We analyze the effect of a message appealing to fear and anger, in comparison with a message appealing fear (without anger), on the intention to reduce cigarette consumption. The result of the experiment shows a stronger intention to decrease cigarette consumption in participants who have seen the message combining fear and anger (versus fear). Moreover, additional results on the fear appeal message (without anger) are discussed. These results support the interest of studying the influence of emotions associations in prevention messages.

Keywords: Tobacco control; Public health communication; Efficacy; Fear; Anger; Lutte anti-tabac; Communication en santé publique; Efficacité; Peur; Colère (search for similar items in EconPapers)
Date: 2018-01-18
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Published in 17th International Marketing Trends Conference, Jan 2018, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05241825

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