Emotions of Fear, Guilt Or Shame in Anti-Alcohol Messages: Measuring Direct Effects on Persuasion and the Moderating Role of Sensation Seeking
We study the effects of fear, shame and guilt on persuasiveness of anti-alcohol messages among young people. We experimentally test three distinct messages, each one focusing on one of the three negative emotions using a total sample of more than a thousand students. Results show that all three messages have a positive impact on persuasion and that the stimulation of shame is very effective in the case of anti-alcohol abuse advertising directed at young people. We demonstrate that sensation seeking moderates the impact of negative emotions on persuasion in the case of fear and shame appeals.
Imene BECHEUR, Hayan DIB, Dwight MERUNKA, and Pierre VALETTE-FLORENCE (2007) ,"Emotions of Fear, Guilt Or Shame in Anti-Alcohol Messages: Measuring Direct Effects on Persuasion and the Moderating Role of Sensation Seeking", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 99-106.
Imene BECHEUR, Wesford, FRANCE
Hayan DIB, Wesford, FRANCE
Dwight MERUNKA, University Paul Cezanne (I.A.E. Aix-en-Provence), FRANCE
Pierre VALETTE-FLORENCE, University Pierre Mendes France (I.A.E. Genoble), FRANCE
E - European Advances in Consumer Research Volume 8 | 2007
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