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The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers

  • Adams, Leen

    ()

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

  • Faseur, Tineke

    ()

    (Department of Business Administration and Management at University College Ghent, Belgium)

  • Geuens, Maggie

    ()

    (Marketing Department at Ghent University, Belgium)

Registered author(s):

    Peoples 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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    File URL: https://lirias.hubrussel.be/bitstream/123456789/4026/1/10HRP38.pdf
    File Function: abstract
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    Paper provided by Hogeschool-Universiteit Brussel, Faculteit Economie en Management in its series Working Papers with number 2010/38.

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    Length: 3 page
    Date of creation: Oct 2010
    Date of revision:
    Handle: RePEc:hub:wpecon:201038
    Contact details of provider: Web page: http://research.hubrussel.be

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