The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers

Journal article


Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Sekhon, Harjit, Kharouf, Husni and Jebarajakirthy, Charles. (2020). The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers. Australasian Marketing Journal. 28(4), pp. 349-360. https://doi.org/10.1016/j.ausmj.2020.07.004
AuthorsFazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Sekhon, Harjit, Kharouf, Husni and Jebarajakirthy, Charles
Abstract

Prior research has valued the role that consumers' negative emotions play in formulating the strategies and advertising campaigns for quitting unhealthy consumption behaviors. Unhealthy consumption behaviors, such as smoking, are identified as the most important preventable cause of death globally. This study focuses on the interplay of positive and negative emotions in developing consumers' intentions to quit smoking. The study tests a model that positions consumer guilt and regret as antecedents to consumer hope, and intentions to quit smoking as its consequence. Using survey data from 300 consumers (smokers), the findings also suggest a moderating effect of frequency of physical exercise on the guilt–consumer hope relationship. For marketing theorists, the study advances knowledge of how positive and negative emotions interact to develop intentions to quit smoking. For social marketers, our study provides useful insights for investing in anti-consumption strategies and advertising campaigns for unhealthy consumption behaviors.

Keywordsunhealthy consumption; social marketing; hope; guilt; regret
Year2020
JournalAustralasian Marketing Journal
Journal citation28 (4), pp. 349-360
PublisherElsevier Ltd
ISSN1839-3349
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2020.07.004
Scopus EID2-s2.0-85088214961
Research or scholarlyResearch
Page range349-360
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online01 Nov 2020
Publication process dates
Deposited07 Sep 2021
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