Promoting Consumer Well-being: Examining Emotion Regulation Strategies in Social Advertising Messages
Document Type
Article
Publication Date
2020
Keywords
Emotion regulation, Anxiety, Social marketing, Generation Z, Perfectionism
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.
Digital Object Identifier (DOI)
https://doi.org/10.1016/j.jbusres.2020.03.010
Citation / Publisher Attribution
Journal of Business Research, v. 112, p. 200-209
Scholar Commons Citation
Kemp, Elyria; Cowart, Kelly; and Bui, My (Myla), "Promoting Consumer Well-being: Examining Emotion Regulation Strategies in Social Advertising Messages" (2020). School of Marketing and Innovation Sarasota Manatee Campus Faculty Publications. 10.
https://digitalcommons.usf.edu/mai_facpub_sm/10
Was this content written or created while at USF?
Yes
