Comparative impact of fear appeals and induced hypocrisy advertising in encouraging intent to quit smoking: Applying self-construal theory to consumers’ attitudes

This study examined the effect of induced hypocrisy as a new anti-smoking advertisement approach on smokers’ attitudes toward advertisements and their attitudes and intentions toward smoking cessation. It also comparatively analysed the effects of this tactic against those of the fear appeals that have traditionally been used in anti-smoking campaigns. The findings showed highly positive effects from induced hypocrisy on smoker attitudes and intentions toward cessation. Comparison of fear appeals and induced hypocrisy advertising on cessation showed stronger effects from the former on cessation intentions, although not to a statistically significant degree. When smokers were categorised according to self-construal, stronger cessation attitudes and intentions were found among those belonging to the ‘interdependent self’ group than among those in the ‘independent self’ group. Theoretical and practical implications for anti-smoking advertising are also discussed.