The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers

Publication Date: Wednesday 1 June 2011
Author(s): Adams, L.; Faseur, T. & Geuens, M.
Appeared in: Journal of Consumer Affairs, vol.: 45, issue: 2, 275-305


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.

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