Negative Emotions and Health Messaging: Coping Efficacy and Message Framing Effects

Adam Duhachek, Indiana University, USA
Nidhi Agrawal , Northwestern University, USA
We examine the role of specific emotions and framing in the effectiveness of health messaging that highlight the risky consequences of excessive alcohol consumption. Individuals experiencing a low (high) efficacy negative emotion such as shame (guilt) were more persuaded by health messages employing loss (gain) frames.
[ to cite ]:
Adam Duhachek and Nidhi Agrawal (2011) ,"Negative Emotions and Health Messaging: Coping Efficacy and Message Framing Effects", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.