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

Social Sharing of Negative Emotions in Virtual Travel Communities

Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business

Read More

Featured

Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices

Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

Read More

Featured

O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

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.