Anti-smoking TV ads should use anger, study suggests
Wednesday, April 30, 2014 - 11:40
in Psychology & Sociology
Anti-smoking television advertisements that appeal to viewers' emotions are more persuasive when they use anger rather than sadness, a study suggests. Previous studies have shown emotional expression is a crucial part of persuasion, and that audience members' perceptions of emotions affect their attitudes and behaviors. Previous research also has shown anti-smoking TV ads that convey negative emotions such as anger and sadness are more effective than non-emotional approaches.