Risk Communication Under Positive Mood: the Impact of Message Framing and Goal Claim on Public Safety Persuasion

Sidney Su Han, University of Guelph, Canada
Karen Gough (Finlay), University of Guelph, Canada
Lefa Teng, University of Guelph, Canada
Positive mood impacts individual’s response to risk information. Therefore, some traditional message strategies may not work well for public safety persuasion in positive mood. To bridge this gap, the current research examined the effects of two strategies (message framing and goal claim) on risk communication effectiveness under positive mood.
[ to cite ]:
Sidney Su Han, Karen Gough (Finlay), and Lefa Teng (2013) ,"Risk Communication Under Positive Mood: the Impact of Message Framing and Goal Claim on Public Safety Persuasion", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.