Distinct pathways to persuasion: the role of affect in message-framing effects.

J.P. van 't Riet, R.A.C. Ruiter, M.Q. Werry, M.J.J.M. Candel, H. de Vries

    Research output: Contribution to journalArticleAcademicpeer-review

    38 Citations (Scopus)

    Abstract

    Health-promoting messages can be framed in terms of the gains that are associated with healthy behaviour (gain frame) or the losses that are associated with unhealthy behaviour (loss frame). In the present research, we examined the role of positive and negative affect in the persuasive effects of gain- and loss-framed health-promoting information. Experiment 1 (N¿=¿98) showed that gain-framed information resulted in higher levels of information acceptance than loss-framed information and that this effect was mediated by positive affect. The results of Experiment 2 (N¿=¿129) showed that gain-framed information resulted in higher levels of information acceptance and attitude, an effect that was again mediated by positive affect. In addition, loss-framed information resulted in more negative affect than gain-framed information and negative affect increased participants' intention to engage in the healthy behaviour. These results suggest that affect may be of great importance in the persuasion process and may be particularly helpful to explain the underlying mechanisms of message framing effects. The findings also suggest that gain- and loss-framed messages offer distinct pathways to persuasion.
    Original languageEnglish
    Pages (from-to)1261-1276
    JournalEuropean Journal of Social Psychology
    Volume40
    Issue number7
    DOIs
    Publication statusPublished - 2010

    Keywords

    • framed health messages
    • parallel process model
    • positive affect
    • prospect-theory
    • fear appeals
    • metaanalysis
    • congruency
    • behaviors
    • mood
    • information

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