Abstract 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.

中文翻译：

---

积极情绪和消极情绪之间的相互作用，以阻止不健康的消费行为：社交营销人员的见解

摘要先前的研究重视消费者消极情绪在制定策略和开展广告活动以制止不健康的消费行为方面的作用。不健康的消费行为，例如吸烟，被认为是全球范围内最重要的可预防死亡原因。这项研究着眼于积极情绪和消极情绪在发展消费者戒烟意愿中的相互作用。这项研究测试了一个模型，该模型将消费者的内gui和遗憾定位为消费者希望的先决条件，并以此作为戒烟意图。使用来自300个消费者（吸烟者）的调查数据，研究结果还表明，体育锻炼频率对内-消费者希望之间的关系具有调节作用。对于营销理论家来说，这项研究提高了关于正面和负面情绪如何相互作用以形成戒烟意图的知识。对于社交营销人员，我们的研究为投资于反消费策略和针对不健康消费行为的广告活动提供了有用的见解。