Affect, framing, and persuasion
Journal Article (Journal Article)
The authors conduct two experiments that indicate that the effectiveness of loss-versus gain-framed messages depends on the affective state of the message recipient. In Experiment 1, the authors find that participants induced with a positive mood are more persuaded by the loss-framed message, whereas participants induced with a negative mood are more persuaded by the gain-framed message. In addition, the authors observe that participants in a positive mood have higher risk estimates and lower costs in response to the loss frame than the gain frame, whereas the reverse is true for participants in a negative mood. The authors replicate these effects in Experiment 2 in which they measure rather than induce the participants' affective state.
Full Text
Duke Authors
Cited Authors
- Keller, PA; Lipkus, IM; Rimer, BK
Published Date
- January 1, 2003
Published In
Volume / Issue
- 40 / 1
Start / End Page
- 54 - 64
International Standard Serial Number (ISSN)
- 0022-2437
Digital Object Identifier (DOI)
- 10.1509/jmkr.40.1.54.19133
Citation Source
- Scopus