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

Leen Adams (), Tineke Faseur () and Maggie Geuens
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Leen Adams: Hogeschool-Universiteit Brussel (HUB), Belgium
Tineke Faseur: Department of Business Administration and Management at University College Ghent, Belgium

No 2010/38, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: Peoples 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: 3 page
Date: 2010-10
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Related works:
Working Paper: The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers (2010)
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