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Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages

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  • Kemp, Elyria
  • Cowart, Kelly
  • Bui, My (Myla)

Abstract

Young adults are experiencing a marked increase in anxiety. Several environmental factors, including socially prescribed perfectionism, a form of perfectionism, may account for increasing levels of anxiety. This research examines how social advertising tools can be used to encourage the use of emotion regulation strategies to help promote psychological well-being. Specifically, the efficacy of two emotion regulation strategies is investigated: cognitive reappraisal and expressive suppression. Results from two experimental studies demonstrated that cognitive reappraisal was more effective than expressive suppression in mitigating the effects of anxiety. Findings also indicated that emotion regulation strategy and socially prescribed perfectionism interacted such that individuals who reported high levels of socially prescribed perfectionism and who were exposed to an advertisement promoting cognitive reappraisal exhibited better emotion management tendencies. This research highlights how marketing mechanisms, specifically social marketing and advertising, can aid in facilitating effective emotion regulation.

Suggested Citation

  • Kemp, Elyria & Cowart, Kelly & Bui, My (Myla), 2020. "Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages," Journal of Business Research, Elsevier, vol. 112(C), pages 200-209.
    • Handle: RePEc:eee:jbrese:v:112:y:2020:i:c:p:200-209
    DOI: 10.1016/j.jbusres.2020.03.010
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    8. Pablo Farías, 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile," IJERPH, MDPI, vol. 17(23), pages 1-15, December.
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    10. Cristel A. Russell & Dale W. Russell & Christine Harris, 2023. "Post‐traumatic consumption: Does emotion regulation moderate the relationship between military life stressors, mental health outcomes, and compulsive buying?," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1183-1212, July.

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