Getting Emotional About Health

Nidhi Agrawal, Kellogg School of Management, Northwestern University
Geeta Menon, Leonard N. Stern School of Business, New York University
Jennifer L. Aaker, Graduate School of Business, Stanford University
We examine the effectiveness of health messages that present consequences for the self or family. We theorize that (a) the valence dimension of discrete emotions influences resources, thereby fostering or hindering the processing of aversive health information, whereas (b) the self/other-relatedness dimension of discrete emotions provides information that interacts with the focal referent in the message (self or family) to determine compatibility. We demonstrate that when individuals are primed with a positive emotion (e.g., happiness, peacefulness), the compatibility between the referent and the discrete emotion fosters the processing of health information. When the primed emotion is negative (e.g., sadness, anxiety), however, compatibility hinders processing of the message.
[ to cite ]:
Nidhi Agrawal, Geeta Menon, and Jennifer L. Aaker (2007) ,"Getting Emotional About Health", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 531-532.