title: The Moderating Role of Mood and Personal Relevance on Persuasive Effects of Gain- and Loss-Framed Health Messages.
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.
authors.affiliation: a Charles H. Sandage Department of Advertising , University of Illinois at Urbana-Champaign , Urbana , Illinois.
authors.forename: John G
authors.initials: JG
authors.lastname: Wirtz
authors.forename: Sela
authors.initials: S
authors.lastname: Sar
authors.forename: Shreyas
authors.initials: S
authors.lastname: Ghuge
mesh_terms: D000339:Affect; D015438:Health Behavior; D058015:Health Communication / Q000379:methods*; D006801:Humans; D033182:Intention; D010565:Persuasive Communication
keywords: information processing; message framing; mood; personal relevance; persuasion