AUTHOR=Smith Colin Tucker , De Houwer Jan TITLE=Hooked on a feeling: affective anti-smoking messages are more effective than cognitive messages at changing implicit evaluations of smoking JOURNAL=Frontiers in Psychology VOLUME=6 YEAR=2015 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2015.01488 DOI=10.3389/fpsyg.2015.01488 ISSN=1664-1078 ABSTRACT=

Because implicit evaluations are thought to underlie many aspects of behavior, researchers have started looking for ways to change them. We examine whether and when persuasive messages alter strongly held implicit evaluations of smoking. In smokers, an affective anti-smoking message led to more negative implicit evaluations on four different implicit measures as compared to a cognitive anti-smoking message which seemed to backfire. Additional analyses suggested that the observed effects were mediated by the feelings and emotions raised by the messages. In non-smokers, both the affective and cognitive message engendered slightly more negative implicit evaluations. We conclude that persuasive messages change implicit evaluations in a way that depends on properties of the message and of the participant. Thus, our data open new avenues for research directed at tailoring persuasive messages to change implicit evaluations.