European Marketing Academy (EMAC) location:Reykjavik date:2007
This study investigated how self-regulatory focus can contribute to fear appeal research. An experiment with 213 respondents examined the persuasiveness of different emotional appeals in stop-smoking campaigns (fear-relief vs. sad-joy) under different self-regulatory foci. Results did indicate a compatibility effect on Aad, but this was not transferred to Ab and BI. People with a promotion focus preferred the sad-joy over the fear-relief campaign and for people with a prevention focus, results pointed into the other direction. Moreover, this effect on Aad was mediated by ad involvement: a match led to higher ad involvement which resulted into a more favorable Aad.