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

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.


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.


Aditi Grover, University of Southern California
Michael A. Kamins, University of Southern California


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making

Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium

Read More


Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More


Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.