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

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.


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.


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


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More


Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

Read More


The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

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.