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

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.


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.


Adam Duhachek, Indiana University, USA
Nidhi Agrawal , Northwestern University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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