ArticleAuthors: Ji Mi Hong; Dong Hoo Kim (2022)
In many domains of health risk prevention and management, tailoring messages specifically for different stages of change is critical. In the context of smoking cessation, this research represents an initial attempt to discover stage-specific affective profiles in terms of guilt versus shame. It then examines whether stage-congruent emotional appeals increase the persuasiveness of antismoking campaigns. Study 1 found that participants felt more negative self-conscious emotions as they entered the later stages of smoking cessation, showing more salient emotional states of guilt rather than shame. Study 2 found that stage emotion compatibility, such as that exhibited by participants in t... 
