How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns
Document Type
Article
Keywords
anti-smoking campaign; construal level theory; political ideology; tobacco control policy
Identifier Data
https://doi.org/10.1080/01292986.2018.1504975
Publisher
Taylor & Francis Online
Publication Source
Asian Journal of Communication, 29(1), 55-72
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. 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.
