How liberals and conservatives respond to feasibility and desirability appeals in anti-tobacco campaigns |
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| Authors: | Younghwa Lee Sukki Yoon Seungwoo Chun Chanmo Park Kacy Kim |
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| Institution: | 1. Media and Communication, Hankuk University of Foreign Studies, Seoul, Korea;2. Marketing Department, Bryant University, Smithfield, RI, USA;3. Marketing Department, Dongguk University, Seoul, Korea;4. Department of Psychology, Harvard University, Cambridge, MA, USA |
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| Abstract: | Using two experiments, this study aims to investigate how politically liberal or conservative message recipients respond to anti-tobacco appeals. The results show that in Study 1, respondents were exposed to a message about price policy. In Study 2, they were exposed to a message about a warning policy. In both studies, liberal participants more favorably evaluated anti-tobacco messages emphasizing feasibility rather than desirability, whereas conservative participants more positively evaluated messages emphasizing desirability rather than feasibility. Implications for policymakers and marketers are discussed. |
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| Keywords: | Anti-smoking campaign construal level theory political ideology tobacco control policy |
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