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Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages

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  • Kemp, Elyria
  • Cowart, Kelly
  • Bui, My (Myla)

Abstract

Young adults are experiencing a marked increase in anxiety. Several environmental factors, including socially prescribed perfectionism, a form of perfectionism, may account for increasing levels of anxiety. This research examines how social advertising tools can be used to encourage the use of emotion regulation strategies to help promote psychological well-being. Specifically, the efficacy of two emotion regulation strategies is investigated: cognitive reappraisal and expressive suppression. Results from two experimental studies demonstrated that cognitive reappraisal was more effective than expressive suppression in mitigating the effects of anxiety. Findings also indicated that emotion regulation strategy and socially prescribed perfectionism interacted such that individuals who reported high levels of socially prescribed perfectionism and who were exposed to an advertisement promoting cognitive reappraisal exhibited better emotion management tendencies. This research highlights how marketing mechanisms, specifically social marketing and advertising, can aid in facilitating effective emotion regulation.

Suggested Citation

  • Kemp, Elyria & Cowart, Kelly & Bui, My (Myla), 2020. "Promoting consumer well-being: Examining emotion regulation strategies in social advertising messages," Journal of Business Research, Elsevier, vol. 112(C), pages 200-209.
    • Handle: RePEc:eee:jbrese:v:112:y:2020:i:c:p:200-209
    DOI: 10.1016/j.jbusres.2020.03.010
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    Cited by:

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    2. Elizabeth A. Minton, 2022. "Pandemics and consumers' mental well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 5-14, March.
    3. Gaston-Breton, Charlotte & Lemoine, Jérémy E. & Voyer, Benjamin G. & Kastanakis, Minas N., 2021. "Pleasure, meaning or spirituality: Cross-cultural differences in orientations to happiness across 12 countries," Journal of Business Research, Elsevier, vol. 134(C), pages 1-12.
    4. Billore, Soniya & Anisimova, Tatiana & Vrontis, Demetris, 2023. "Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
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    6. Pablo Farías, 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile," IJERPH, MDPI, vol. 17(23), pages 1-15, December.
    7. F. Ziesemer & A. Hüttel & I. Balderjahn, 2021. "Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption," Journal of Consumer Policy, Springer, vol. 44(3), pages 427-453, September.

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