Advances in Consumer Research vol:36 pages:662-663
the North American Conference of the Association for Consumer Research location:San Francisco date:23-26 October
This study examined whether taking into account individuals’ self-regulatory focus could contribute to the effectiveness of stop-smoking campaigns. In an experiment with 226 young smokers, we studied the persuasiveness of different emotional appeals (fear-relief vs. sadness-joy) for different self-regulatory foci (predominant prevention vs. promotion focus). We proposed and found a congruency effect on attitude towards the advertisement (Aad) and behavioral intentions (BIs): young smokers with a promotion focus were more persuaded by the sadness-joy than the fear-relief campaign, and vice versa for those with a prevention focus. As predicted by the regulatory relevancy principle, this effect was mediated by ad involvement.