The Influence of Self-Regulatory Focus in the Effectiveness of Emotional Health Campaigns - It Is a Matter of Context Too

Leen Adams, Ghent University, Belgium
Tineke Faseur, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
We examined the usefulness of regulatory relevancy for health advertisements by matching their emotional tone to recipients’ self-regulatory focus and showed that a match versus a mismatch is more persuasive, and this equally for both foci despite assumed differences in their reliance on affect. However, in another experiment, we discovered that the context moderates these emotion-congruence effects. Stronger effects emerged when promotion people considered affect to be highly versus little relevant, due to a stronger activated focus. Since prevention people rely less on affect, equivocal results were expected here. Indeed, effects of emotional stimuli only emerged in more divergent contexts.
[ to cite ]:
Leen Adams, Tineke Faseur, and Maggie Geuens (2009) ,"The Influence of Self-Regulatory Focus in the Effectiveness of Emotional Health Campaigns - It Is a Matter of Context Too", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 662-663.