The Influence of Self-Regulatory Focus and Context in the Effectiveness of Emotional Health Campaigns

We examined the validity of the regulatory relevancy principle in the domain of emotional health ads by matching the emotional tone of sun protection campaigns to the chronic self-regulatory focus of the audience. We also investigated whether the context further moderated potential emotion-congruence effects on persuasion. Stronger emotion-congruence effects emerged when promotion people considered affect to be highly versus little relevant due to a stronger activated focus. Prevention people generally rely less on affect and thus, an equivocal pattern of results was expected. Here, persuasion effects of emotional stimuli mainly appeared in more divergent, clear-cut situations.



Citation:

Leen Adams, Tineke Faseur, and Maggie Geuens (2008) ,"The Influence of Self-Regulatory Focus and Context in the Effectiveness of Emotional Health Campaigns", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 164-165.

Authors

Leen Adams, Ghent University, Belgium
Tineke Faseur, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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