TY - JOUR
T1 - The Effects of mood, message framing, and behavioral advocacy on persuasion
AU - Yan, Changmin
AU - Dillard, James Price
AU - Shen, Fuyuan
N1 - Copyright:
Copyright 2010 Elsevier B.V., All rights reserved.
PY - 2010/6
Y1 - 2010/6
N2 - Two experimental studies explored the interactive effects of mood, framing, and health behavioral advocacy on persuasion. In Study 1, happy and sad moods were found to activate the behavioral approach system (BAS) and the behavioral inhibition system (BIS), respectively. Assuming similar relationships with action-oriented BAS and restraint-oriented BIS, gain and loss framing and prescriptive and proscriptive health advocacies were predicted to interact with happy and sad moods in Study 2. Mood congruency effects were found in a mood by both framing interaction and behavioral advocacy interaction. Gain framing was most effective when coupled with positive moods and prescriptive behavioral advocacy. Loss framing produced the most potent persuasive effects when coupled with sad moods and restraint advocacy.
AB - Two experimental studies explored the interactive effects of mood, framing, and health behavioral advocacy on persuasion. In Study 1, happy and sad moods were found to activate the behavioral approach system (BAS) and the behavioral inhibition system (BIS), respectively. Assuming similar relationships with action-oriented BAS and restraint-oriented BIS, gain and loss framing and prescriptive and proscriptive health advocacies were predicted to interact with happy and sad moods in Study 2. Mood congruency effects were found in a mood by both framing interaction and behavioral advocacy interaction. Gain framing was most effective when coupled with positive moods and prescriptive behavioral advocacy. Loss framing produced the most potent persuasive effects when coupled with sad moods and restraint advocacy.
UR - http://www.scopus.com/inward/record.url?scp=77954140516&partnerID=8YFLogxK
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U2 - 10.1111/j.1460-2466.2010.01485.x
DO - 10.1111/j.1460-2466.2010.01485.x
M3 - Article
AN - SCOPUS:77954140516
VL - 60
SP - 344
EP - 363
JO - Journal of Communication
JF - Journal of Communication
SN - 0021-9916
IS - 2
ER -