The Impacts of Emotion Elicited By Print Political Advertising on Candidate Evaluation

This study examines viewers' emotional responses to print political advertising. It demonstrates that positive and negative (direct attack) political advertising differ in the emotional responses that they elicit. Consistent with prior research on emotion, positive and direct attack political advertising generate different amounts of message recall and produce different quantities of positive and negative cognitive responses. Most importantly, this study establishes the importance of ad-evoked emotion in the formation process of ad exposure and candidate evaluation. Integrating findings from this study, a model is proposed that establishes the relationship of four important variables: ad valence, ad-evoked emotion, attitude toward the ad, and candidate liking. It suggests that (1) ad valence has an impact on attitude toward the candidate via the mediation of ad-evoked emotion; (2) ad valence has an impact on attitude toward the ad via the mediation of ad-evoked emotion; (3) attitude toward the ad has an impact on candidate evaluation; and (4) ad-evoked emotion can explain variations of candidate evaluations beyond that which can be accounted for by attitude toward the ad.     

The Effect of Suspense on Enjoyment Following a Desirable Outcome: The Mediating Role of Relief

Although endemic to many forms of media entertainment, suspense represents a paradox for enjoyment because it is experienced as an aversive state. Three studies are presented across two media contexts demonstrating how outcomes to suspenseful episodes affect viewers' relief. Study 1 shows that relief is elicited only when a film's outcome is unambiguously favorable and under such conditions is positively related to enjoyment. No such relationship was found given an ambiguous outcome. Study 1 provides evidence that relief is distinct from other affective responses (i.e., positive and negative affect, surprise) that may be present following suspense. Studies 2 and 3 use competitive contests as a context and provide evidence that relief mediates the effect of suspense on enjoyment. Study 2 shows that the previously positive effects of suspense and expectation disconfirmation on enjoyment are obviated in the presence of relief. Study 3 varies suspense in real time across 14 simulated races. Also manipulated are affective dispositions toward the racers and race outcome. The results reveal that relief mediates the effect of suspense on enjoyment, but only when the outcome favors a preferred competitor. The research enhances our understanding of the intertwining of cognition and affect in the enjoyment of suspense.     

Fishing For Feelings? Hooking Viewers Helps!

To better understand individual variation in emotional responses to advertising, the authors recommend considering 3 general factors: characteristics of the individual who sees the ad, characteristics of the ad itself, and the nature of the ad–individual interface. This article examines 1 aspect of the individual, affect intensity (AI); one aspect of the ad, the degree to which the ad tells a story; and 1 aspect of the ad–individual interface, whether the individual is hooked by the ad. Experimental results reveal that an individual's being hooked by an ad has a positive relation with upbeat and warm feelings, a negative relation with disinterested feelings, and significantly enhances the viewer's attitude toward the ad. We find that AI has a positive relation with upbeat and warm feelings, and AI moderates the effect of being hooked on upbeat and warm feelings. Findings also reveal that narrative ad structure has a positive relation with upbeat and warm feelings, a negative relation with disinterested feelings, and that being hooked moderates the effect of narrative ad structure on upbeat and warm feelings responses.     

Children's Emotional Reactions to a Scary Film The Role of Prior Outcome Information and Coping Style

An experiment examined the influence of happy outcome information and coping style on children's emotional responses to a frightening film sequence. Fourth and fifth graders viewed a program that included a threatening scene and a happy resolution. Before viewing, they heard an audiotaped introduction that either described the happy outcome or did not. Children's preferred coping style was classified as blunting or monitoring, using Miller's Child Behavioral Style Scale. Hypotheses were derived from theory and research on emotion, responses to suspense, and self-regulation processes. Consistent with expectations, prior knowledge of the happy outcome reduced self-reported fear and worry for Hunters but not for monitors. Regardless of coping style, outcome information reduced children's facial expressions of fear and increased positive affect during the conclusion of the show. Interpretations of the findings, as well as implications for understanding emotional responses to mass media, are discussed.     

Preliminary comparison of continuous versus noncontinuous programming and attitude toward and recall of advertisements

Need for continuity of a television program was assessed with attitude toward and recall of advertisements. The program continuity was manipulated experimentally by presenting one music video program as Top 10 (continuous) or as Regular (discontinuous) format. General attitude toward commercials and the belief in advertisement-product realism were investigated through the commercials with continuous and discontinuous formats of the same program. Data were gathered from undergraduates (23 men and 68 women) whose mean age was 20.2 yr. (SD=2.5). Analyses indicated continuity was not related to their attitude towards embedded commercials but was associated with their recall. Implications were discussed.     

Thrilling News: Factors Generating Suspense During News Exposure

Abstract

Hypotheses on emotional reactions to news were derived from Zillmann's (1996) model of affective responses to fictional drama. Participants in a Web-based field experiment in Germany read 2 news stories that were manipulated in a 2 × 2 design to vary affective disposition toward main characters, as well as the perceived likelihood of a negative outcome. Measures of suspense, reading appreciation, and lingering interest for continued coverage were collected. As hypothesized, a positive disposition toward protagonists and a perceived high likelihood of a negative outcome increased suspense while attending to news. A positive disposition also led to higher reading appreciation and more lingering interest.     

Parent-like spokesperson for campaigning an anti-plastic straw movement to young adults: Is it effective?

Parental communication is still relatively meaningful in Asian families with hierarchical, vertical, and authoritative relationships. Meanwhile, children's pro-environmental behaviour in emerging Asian nations tends to be passive, leading to a need for intervention from the closest parties, often the parent, whose familial role in green communication has not been examined. This study uses social learning theory to examine the interplay of parent-like spokespeople and message appeals in affecting young adults' cognitive and emotional responses, which is expected to influence the ad liking and believability of green advertisements and switching intention to green products, such as eco-friendly straws. A laboratory experiment was conducted with 240 subjects. The results showed that the frame of a father-like figure conveying a hope appeal generated the greatest enthusiasm and argument quality for young adults. Mother-like figures speaking a fearful message frame were the best generator for young adults' anger and threat appraisal. Ad liking was significantly impacted only by a mother-like spokesperson who spoke a fearful appeal mediated by anger and a father-like spokesperson who delivered a hope appeal mediated by argument quality. Young adults' willingness to switch to eco-friendly straws was indirectly influenced by the interaction effect of a mother-like spokesperson and fear appeal type mediated by ad believability.     

Attitudes toward emotions

The present work outlines a theory of attitudes toward emotions, provides a measure of attitudes toward emotions, and then tests several predictions concerning relationships between attitudes toward specific emotions and emotional situation selection, emotional traits, emotional reactivity, and emotion regulation. The present conceptualization of individual differences in attitudes toward emotions focuses on specific emotions and presents data indicating that 5 emotions (anger, sadness, joy, fear, and disgust) load on 5 separate attitude factors (Study 1). Attitudes toward emotions predicted emotional situation selection (Study 2). Moreover, attitudes toward approach emotions (e.g., anger, joy) correlated directly with the associated trait emotions, whereas attitudes toward withdrawal emotions (fear, disgust) correlated inversely with associated trait emotions (Study 3). Similar results occurred when attitudes toward emotions were used to predict state emotional reactivity (Study 4). Finally, attitudes toward emotions predicted specific forms of emotion regulation (Study 5).     

Cognitive and Emotional Processes in Individuals and Commercial Web sites

This research reports how banner ads are responded to in Web sites that emphasize either emotion or cognition. It also looks at the moderating effects of individuals’ own levels of need for cognition and need for emotion on banner responsiveness in the two kinds of Web sites. Recall and attitude toward banners are consistently better when their context is an emotion-based Web site. Need for cognition, but not need for emotion moderates this effect. For ad recall, it is better to be lower in need for cognition in a cognitive Web site, but higher in need for cognition on an emotional Web site. For attitude toward the banner and purchase intention, however, it is better to be higher in need for cognition in a cognitive Web site, but lower in need for cognition on an emotional Web site. The results are discussed in terms of advertising context theory that has been developed in applications to the traditional media like print and broadcast, but here is shown to be applicable to the Web.     

Beyond Affect and Cognition: Identification of the Informational Bases of Food Attitudes1

Two studies were conducted to identify the informational bases of food attitudes. Study 1 was an exploratory study in which participants indicated the importance of food characteristics and emotional reactions for determining their attitudes toward a variety of foods. On the basis of a series of exploratory factor analyses, 5 informational bases of food attitudes were identified: positive affect, negative affect, specific sensory qualities, abstract cognitive qualities, and general sensory qualities. A second confirmatory study corroborated the appropriateness of this 5‐factor structure. Furthermore, the food‐specific attitude structure model was found to have better fit than a more traditional attitude structure model. The implications of these findings for attitude theory, understanding eating behavior, and changing food selection are discussed.     

Emotional responding to fearful and disgusting stimuli in specific phobics

Individuals with small animal and blood-injection-injury (BII) phobias respond to phobia-relevant stimuli with both fear and disgust. However, recent studies suggest that fear is the dominant emotional response in animal phobics whereas disgust is the primary emotional response in BII phobics. The present study examined emotional responding toward pictures of spiders, surgical procedures, and two categories of general disgust elicitors (rotting food and body products) among analogue spider phobics, BII phobics, and nonphobics. Dominant emotional responses to phobia-relevant stimuli clearly differentiated the groups. as spider phobics were more likely to be classified as primarily fearful when rating pictures of spiders (74%), whereas BII phobics were more likely to be classified as primarily disgusted when rating pictures of surgical procedures (78%). Discriminant function analyses revealed that disgust ratings, but not fear ratings, of the phobic pictures were significant predictors of phobic group membership. Both phobic groups were characterized by elevated disgust sensitivity toward video and pictorial general disgust elicitors. Implications and suggestions for continued research examining fearful and disgusting stimuli in specific phobia are outlined.     

Fool Me Twice: The Consequences of Reading (and Rereading) Inaccurate Information

Readers frequently encounter inaccuracies in texts that contradict what they should know to be true. The current project examined readers' moment‐by‐moment processing of inaccuracies and whether any difficulty with such material is reduced when readers are already familiar with accurate versions of that content. In two experiments, participants read stories that either accurately or inaccurately described the outcome of a well‐known historic event. Preceding story contexts supported accurate outcomes or introduced suspense to create uncertainty about outcome likelihoods. During initial readings, participants took longer to read inaccurate than accurate outcomes. But this difficulty was substantially reduced when suspenseful contexts called into question the likelihood of well‐known outcomes. Similar reading patterns emerged when participants read the exact same material after week‐long and 5‐minute delays. These results indicate that biasing contexts can influence readers' processing of inaccuracies for even familiar events. Rereading proves insufficient for encouraging reliance on accurate prior knowledge. Copyright © 2014 John Wiley & Sons, Ltd.     

A Terror Management Perspective on the Persuasiveness of Fear Appeals

We use terror management theory (TMT) to show that the nature of the threatening consequences included in fear‐appeal communications influences the responses to the messages promoted in such communications. On the basis of differences between death‐related consequences and non‐death‐related consequences, they provide an explanation for maladaptive responses to fear appeals. Results from 2 experiments indicate that participants who were highly committed to a worldview of drinking alcohol rejected socially acceptable attitudes toward drinking and driving when the message containing such attitudes was accompanied by a fear appeal that contained death as a consequence, but not when fear appeals contained the fear of arrest or serious injury. Participants perceived their level of experienced fear to be the same across the experimental conditions. The results have implications for considering the qualitative nature of the threatening consequence in fear‐appeal research and for using TMT to understand maladaptive responses to fear‐appeal communications.     

Hope as a Mediator of Bullying Involvement and Emotional Difficulties in Children

This study investigated hope as a mediator between children’s bullying involvement and emotional difficulties in a sample of 1,060 school‐age children (Grades 3–6). Results from structural equation modeling suggested that victimization leads to emotional difficulties both directly and indirectly through hope. Perpetration was indirectly associated with emotional difficulties. Findings highlight the role of children’s cognitive‐motivational process for emotional well‐being in response to bullying involvement. Implications for counseling interventions are discussed.     

The dominance of fear over hope in the life of individuals and collectives

We address the question why fear dominates hope in the life of individuals and collectives on the basis of the accumulated knowledge in the psychology, neurology and sociology of emotions. This knowledge suggests that fear, as primary emotion, is grounded in the experienced present and based on the memorized past, processed both consciously and unconsciously, causes freezing and conservatism, and sometimes leads to pre‐emptive aggression. Hope, in contrast, as a secondary emotion, involves cognitive activity, which requires anticipation and the search for new ideas and thus is based on complex processes of creativity and flexibility. Therefore, hope is often preceded and inhibited by spontaneous, automatically activated and faster fear. Fear and hope can each become a collective emotional orientation, and as such organize society's views and direct its actions. Societies involved in intractable conflict are dominated by a collective fear orientation. This orientation is functional for society's coping with the stressful and demanding situation—but it may serve as a psychological obstacle to any peace process, once it starts. The case of the collective fear orientation in the Jewish Israeli society is presented as an example. The article ends with a presentation of a particular approach, suggesting that individuals and collectives can overcome their fear with much determination, and establish an orientation of hope which allows change in situations dominated by fear. Copyright © 2006 John Wiley & Sons, Ltd.     

Forewarning of Graphic Portrayal of Violence and the Experience of Suspenseful Drama

The present study was designed to assess the effects of forewarning of explicit violence on the experience of suspense. Male and female undergraduate students were read one of two consent forms, which either alerted them to the violent and potentially offensive content of the film they were about to see or that assured them that the graphically violent material had been cut from the film. Participants then watched one of two suspenseful film clips. Results show that respondents who were told that the film clip contained graphic violence experienced significantly more distress than respondents who were told that graphic violent content had been cut. Gender differences also emerged, with females responding more strongly to the film clips than did the males. The mediating role of empathic sensitivity in the experience of suspense was considered in interpreting the observed gender differences.     

Promoting a Brand's Emotion Benefits: The Influence of Emotion Categorization Processes on Consumer Evaluations

Research in psychology has demonstrated that people have a shared knowledge of emotion categories. Building on this research and our understanding of categorization processes, this article proposes a mechanism by which consumers utilize information about a brand's “emotion benefits” in forming attitudes. The results of 2 experimental studies show that (a) consumers’ processing of a brand's emotion benefit information is consistent with categorization processes such that emotion category congruity effects are large in basic—versus subordinate—level conditions, (b) associating a brand with certain emotions can influence brand and ad attitudes without necessarily eliciting emotions during exposure to advertising, (c) emotion category congruity “works” through attitude‐toward‐the‐ad and emotion benefit beliefs in influencing brand attitudes, and (d) subjective product category knowledge moderates the strength of these effects. Taken together, these results explicate the process by which a knowledge‐based consideration of a brand's emotional benefits can influence consumers’ beliefs about the brand and brand attitudes.     

Effect of Persuasive Appeals in AIDS PSAs and Condom Commercials on Intentions to Use Condoms1

The study compared the effect of five persuasive appeals used in AIDS PSAs and condom commercials (fear arousal-no sex/condom theme; fear arousal-sex/condom theme; erotic; humorous; factual) on 122 male and 114 female college students' i]ntentions to use and taking of condoms. Results showed that the two fear appeals were more effective than other appeals in increasing intentions to use condoms with a new partner. The fear appeal–no sex/condom theme was more effective than other appeals for increasing intentions to use condoms with a steady partner. Compared to men, women rated commercials as more effective for increasing intentions to use condoms with a new partner. Persuasive appeals had no effect on the taking of free condoms. The best predictor of commercial effectiveness was the degree to which a commercial evoked a high fear of AIDS. Other significant predictors were subjects' a]ttitude toward condom use and commercial qualities of being humorous, romantic, credible, and factual. Implications are that all five types of appeals are potentially effective for use in AIDS PSAs. Recommendations include combining appeals (e.g. fear with erotic) and emphasizing the positive features of condom use.     

The Effect of Involvement,Arousal, and Pace on Claim and Non-claim Components of Attitude toward the Ad

This study examined whether structural features of television advertisements (pace and content arousal) have different effects on attitudes toward the ad, depending upon viewers' level of involvement with the ad message. Results provide some, though limited, support for involvement's moderating influence on the effect that pace and arousal have on the claim-related component of attitude toward the ad (Aad-c). As expected, involvement did not influence these relationships for the non-claim-related component of Aad (Aad-nc). Practical and theoretical implications of these results are discussed.