We would like to thank Sophie Lecluselle for her help in the data collection. We also thank Winnok De Vos and Aurélie De Clopper for their help in developing the campaigns.
The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers
Article first published online: 3 JUN 2011
Copyright 2011 by The American Council on Consumer Interests
Journal of Consumer Affairs
Volume 45, Issue 2, pages 275–305, Summer 2011
How to Cite
ADAMS, L., FASEUR, T. and GEUENS, M. (2011), The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers. Journal of Consumer Affairs, 45: 275–305. doi: 10.1111/j.1745-6606.2011.01203.x
- Issue published online: 3 JUN 2011
- Article first published online: 3 JUN 2011
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.