The interplay of positive and negative emotions to quit unhealthy consumption behaviors: Insights for social marketers

•Examining the interplay of positive and negative emotions in developing intentions to quit smoking.•The perceived harm and cost of smoking enhances smokers’ perceptions of guilt.•Smokers’ regret has a positive impact on their guilt of smoking.•Smokers’ guilt has a positive impact on smokers’ hope in quitting smoking.•Exercise frequency moderates the relationship between guilt and hope in quitting smoking.