Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages

Elyria Kemp, Kelly Cowart and Bui, My (Myla)

Journal of Business Research, 2020, vol. 112, issue C, 200-209

Abstract: Young adults are experiencing a marked increase in anxiety. Several environmental factors, including socially prescribed perfectionism, a form of perfectionism, may account for increasing levels of anxiety. This research examines how social advertising tools can be used to encourage the use of emotion regulation strategies to help promote psychological well-being. Specifically, the efficacy of two emotion regulation strategies is investigated: cognitive reappraisal and expressive suppression. Results from two experimental studies demonstrated that cognitive reappraisal was more effective than expressive suppression in mitigating the effects of anxiety. Findings also indicated that emotion regulation strategy and socially prescribed perfectionism interacted such that individuals who reported high levels of socially prescribed perfectionism and who were exposed to an advertisement promoting cognitive reappraisal exhibited better emotion management tendencies. This research highlights how marketing mechanisms, specifically social marketing and advertising, can aid in facilitating effective emotion regulation.

Keywords: Emotion regulation; Anxiety; Social marketing; Generation Z; Perfectionism (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:200-209

DOI: 10.1016/j.jbusres.2020.03.010

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