The interplay of positive and negative emotions to quit unhealthy consumption behaviors: Insights for social marketers

Syed Muhammad Fazal-e-Hasan, Hormoz Ahmadi, Gary Mortimer, Harjit Sekhon, Husni Kharouf, Charles Jebarajakirthy

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
108 Downloads (Pure)


Prior research has valued the role that consumers' negative emotions play in formulating the strategies and advertising campaigns for quitting unhealthy consumption behaviors. Unhealthy consumption behaviors, such as smoking, are identified as the most important preventable cause of death globally. This study focuses on the interplay of positive and negative emotions in developing consumers' intentions to quit smoking. The study tests a model that positions consumer guilt and regret as antecedents to consumer hope, and intentions to quit smoking as its consequence. Using survey data from 300 consumers (smokers), the findings also suggest a moderating effect of frequency of physical exercise on the guilt–consumer hope relationship. For marketing theorists, the study advances knowledge of how positive and negative emotions interact to develop intentions to quit smoking. For social marketers, our study provides useful insights for investing in anti-consumption strategies and advertising campaigns for unhealthy consumption behaviors.

Original languageEnglish
Pages (from-to)349-360
Number of pages12
JournalAustralasian Marketing Journal
Issue number4
Early online date21 Jul 2020
Publication statusPublished - Nov 2020

Bibliographical note

NOTICE: this is the author’s version of a work that was accepted for publication in Australasian Marketing Journal. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Australasian Marketing Journal, 28:4, (2020)
DOI: 10.1016/j.ausmj.2020.07.004

© 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International


  • Guilt
  • Hope
  • Regret
  • Social marketing
  • Unhealthy consumption

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing


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