How liberals and conservatives respond to feasibility and desirability appeals in anti-tobacco campaigns

Younghwa Lee, Sukki Yoon, Seungwoo Chun, Chanmo Park, Kacy Kim

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

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.

Original languageEnglish
Pages (from-to)55-72
Number of pages18
JournalAsian Journal of Communication
Volume29
Issue number1
DOIs
StatePublished - 2 Jan 2019

Keywords

  • Anti-smoking campaign
  • construal level theory
  • political ideology
  • tobacco control policy

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