Using mindsets to boost health: how construal level and goal pursuit shape health message effectiveness on cessation behaviors

Purpose This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, whereas abstract boost self-relevance goals. Design/methodology/approach In four studies, this moderating role on health and underlying mechanism goal pursuit. Findings Results demonstrate that concrete abstract) increase consumers’ intent to engage in behaviors when exposed messages. Consistent with study’s theorizing, authors found goals underlie effects mindsets, mediate mindsets. Research limitations/implications The reported are limited focusing Practical implications can help public policymakers design more effective specific – quitting smoking reducing drinking Originality/value investigation highlights as an important moderator message appeals (rational vs behaviors, along pursuit, thus contributing marketing literature.