Certainty Appraisal and Health Communications

At risk individuals tend to avoid information that might perturb their sense of security. Certainty appraisal is proposed as an emotional dimension beyond valence that affects health message processing and persuasion. Emotions high on certainty appraisal can provide confidence to cope with the insecurity instigated by relevant but threatening health messages. Three studies provide evidence that when a health threat is highly relevant, emotions high on certainty appraisal (e.g., anger, pride) increase message processing and increase persuasion. This effect is reversed if the message is not threatening; emotions associated with uncertainty (e.g., surprise, worry) lead to higher message processing for low risk individuals.



Citation:

Canan Corus (2009) ,"Certainty Appraisal and Health Communications", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 619-619.

Authors

Canan Corus, St. John's University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.