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Title: The Influence of Self-Regulatory Focus in the Effectiveness of Emotional Health Campaigns - It Is a Matter of Context Too
Authors: Adams, Leen
Faseur, Tine
Geuens, Maggie
Issue Date: 2008
Host Document: Advances in Consumer Research vol:36 pages:662-663
Conference: the North American Conference of the Association for Consumer Research location:San Francisco date:23-26 October
Abstract: 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.
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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