Abstract:
This research treats the impact of ethical judgment and emotions on persuasion in anti-tobacco advertising. A conceptual model that integrating the emotional, cognitive and conative responses of smokers is proposed and tested. A sample of 430 smokers was retained to test the model. The evaluation of the conceptual model of research maintains its good quality of adjustment. The results show that the perceived self-efficacy, perceived ethicality of advertising and emotions like fear are necessary to improve the effectiveness of scary campaigns.
