When the Loss of Free Will Can Be Costly: a Novel Approach to an Anti-Smoking Campaign

Aditi Grover, University of Southern California
Michael A. Kamins, University of Southern California
Increased levels of smoking among young adults in the United States motivate research efforts to continually design more effective and impactful antismoking messages. We draw on Brehm’s theory of psychological reactance (Brehm 1966) and assert that messages integrating social disapproval themes (Pechmann and Ratneshwar 1994) with the loss of free will as a consequence of smoking are likely to generate more favorable attitudes toward the ad. Further, we expect that such messages influence intentions to smoke depending on whether an internal or an external cause is considered responsible for one’s decision to smoke.
[ to cite ]:
Aditi Grover and Michael A. Kamins (2008) ,"When the Loss of Free Will Can Be Costly: a Novel Approach to an Anti-Smoking Campaign", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 739-740.