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Title: The effectiveness of fear appeals in health campaigns: the role of self-regulatory focus
Authors: Adams, Leen
Geuens, Maggie
Vermeir, Iris
Issue Date: 2007
Conference: European Marketing Academy (EMAC) location:Reykjavik date:2007
Abstract: 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.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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