The Moderating Role of Mood and Personal Relevance on Persuasive Effects of Gain- and Loss-Framed Health Messages

John G. Wirtz, Sela Sar, Shreyas Ghuge

Research output: Contribution to journalArticlepeer-review

Abstract

We predicted that mood would moderate the relation between message framing and two outcome variables, message evaluation and behavioral intention, when the message was personally relevant to the target audience. Participants (N = 242) were randomly assigned to an experimental condition in which a positive or negative mood was induced. Participants then read and evaluated a health message that emphasized potential benefits or risks associated with a vaccine. As predicted, participants who received a loss-framed message reported higher message evaluation and intention scores but only when the message was personally relevant and they were in a positive mood.

Original languageEnglish (US)
Pages (from-to)180-196
Number of pages17
JournalHealth Marketing Quarterly
Volume32
Issue number2
DOIs
StatePublished - Apr 3 2015

Keywords

  • information processing
  • message framing
  • mood
  • personal relevance
  • persuasion

ASJC Scopus subject areas

  • Health Professions(all)
  • Marketing

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