The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers
AbstractPeople’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 (fear-relief versus sadness-joy) for different self-regulatory foci (prevention versus promotion). 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.
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 10/672.
Length: 41 pages
Date of creation: Sep 2010
Date of revision:
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-11-06 (All new papers)
- NEP-EXP-2010-11-06 (Experimental Economics)
- NEP-NEU-2010-11-06 (Neuroeconomics)
- NEP-REG-2010-11-06 (Regulation)
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