Abstract:

This paper tries to investigate the smokers’ psychological reactance mechanism. A survey was conducted on a convenience sample of 246 smokers’ students in two Tunisian high business schools. Two anti-smoking print ads, with two different levels of negative emotional intensity, were manipulated in this respect. The findings depict the importance of the anti-smoking ad with a high negative emotional intensity, the perceived threat to freedom and trait reactance proneness in the smokers’ psychological eactance prediction.