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The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers
Fazal-e-Hasan, Syed Muhammad Ahmadi, Hormoz Mortimer, Gary Sekhon, Harjit Kharouf, Husni Jebarajakirthy, Charles
Fazal-e-Hasan, Syed Muhammad
Ahmadi, Hormoz
Mortimer, Gary
Sekhon, Harjit
Kharouf, Husni
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.
Keywords
unhealthy consumption, social marketing, hope, guilt, regret
Date
2020
Type
Journal article
Journal
Australasian Marketing Journal
Book
Volume
28
Issue
4
Page Range
349-360
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled