ABSTRACT Using two experiments, this study aims to investigate how politically liberal or conservative message recipients respond to anti-tobacco appeals. The results show that in Study 1, respondents were exposed to a message about price policy. In Study 2, they were exposed to a message about a warning policy. In both studies, liberal participants more favorably evaluated anti-tobacco messages emphasizing feasibility rather than desirability, whereas conservative participants more positively evaluated messages emphasizing desirability rather than feasibility. Implications for policymakers and marketers are discussed.

中文翻译：

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自由派和保守派如何回应反烟草运动中的可行性和合意性呼吁

摘要 本研究使用两个实验，旨在调查政治上自由或保守的消息接收者如何响应反烟草呼吁。结果表明，在研究 1 中，受访者会收到有关价格政策的信息。在研究 2 中，他们收到了有关警告政策的消息。在这两项研究中，自由派参与者更积极地评估强调可行性而非可取性的反烟草信息，而保守派参与者更积极地评估强调可取性而非可行性的信息。讨论了对政策制定者和营销人员的影响。