Latin American Advances in Consumer Research vol:2 pages:164-165
The Latin-American Conference of the Association for Consumer Research (LA ACR) location:Sao Paulo date:2008
We examined the validity of the regulatory relevancy principle in the domain of emotional health ads by matching the emotional tone of sun protection campaigns to the chronic self-regulatory focus of the audience. We also investigated whether the context further moderated potential emotion-congruence effects on persuasion. Stronger emotion-congruence effects emerged when promotion people considered affect to be highly versus little relevant due to a stronger activated focus. Prevention people generally rely less on affect and thus, an equivocal pattern of results was expected. Here, persuasion effects of emotional stimuli mainly appeared in more divergent, clear-cut situations.