Research Explorer

Project

Approach and loss aversion: Effects of cognitive protective biases in public health campaigns
Code
01D06017
Duration
01 October 2017 → 30 September 2021
Funding
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Motivation and emotion
    • Sensory processes and perception
    • Advertising
    • Consumer behaviour
Keywords
public health emotions advertising appeal heuristic moving stimuli
 
Project description
 

We investigate how consumers react to approaching and receding stimuli in advertising appeals used in a public health context, by demonstrating that (1) individuals show more negative (positive) emotions and behavior to approaching (receding) stimuli, (2) approach and loss aversion underlie this
main effect, and (3) the valence of the stimuli has a moderating influence on this effect.