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Title: The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers
Authors: Adams, Leen ×
Faseur, Tine
Geuens, Maggie #
Issue Date: 2011
Publisher: American Council on Consumer Interests
Series Title: Journal of Consumer Affairs vol:45 issue:2 pages:275-305
Abstract: People’s self-regulatory focus may determine the effectiveness of stop-smoking campaigns. An experiment with 226 young smokers investigated the persuasiveness of different emotional appeals for different self-regulatory foci. A congruency effect emerges for attitude toward the advertisement and behavioral intentions: Young smokers with a promotion focus are more persuaded by sadness–joy than fear–relief campaigns, and the opposite is true for those with a prevention focus. As predicted by the regulatory relevancy principle, ad involvement mediates this effect.
ISSN: 0022-0078
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous
× corresponding author
# (joint) last author

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