TY - JOUR
T1 - How liberals and conservatives respond to feasibility and desirability appeals in anti-tobacco campaigns
AU - Lee, Younghwa
AU - Yoon, Sukki
AU - Chun, Seungwoo
AU - Park, Chanmo
AU - Kim, Kacy
N1 - Publisher Copyright:
© 2018, © AMIC/WKWSCI-NTU 2018.
PY - 2019/1/2
Y1 - 2019/1/2
N2 - 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.
AB - 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.
KW - Anti-smoking campaign
KW - construal level theory
KW - political ideology
KW - tobacco control policy
UR - http://www.scopus.com/inward/record.url?scp=85052088250&partnerID=8YFLogxK
U2 - 10.1080/01292986.2018.1504975
DO - 10.1080/01292986.2018.1504975
M3 - Article
AN - SCOPUS:85052088250
SN - 0129-2986
VL - 29
SP - 55
EP - 72
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 1
ER -