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