Approach and loss aversion: Effects of cognitive protective biases in public health campaigns

We investigate how consumers react to approaching and receding stimuli in advertising appeals used in a public health context, by demonstrating that (1) individuals show more negative (positive) emotions and behavior to approaching (receding) stimuli, (2) approach and loss aversion underlie this
main effect, and (3) the valence of the stimuli has a moderating influence on this effect.