title: Clash of the Primary Motivations: Motivated Processing of Emotionally Experienced Content in Fear Appeals About Obesity Prevention.
abstract: This study examined individuals' physiological and cognitive responses to different types of emotionally experienced content located in obesity prevention fear appeals. Results suggested that experienced valence impacted individuals' attention and memory as a function of experienced arousal level. Local content that created coactive highly arousing experiences received the most attention, though visual recognition suggested these messages were more difficult to encode. Local content that created negative moderately arousing experiences was best encoded. Global message evaluation data suggest that moderately arousing messages with a change in experienced valence may prove to be most effective, as they ensure attention and good memory while keeping high self-reported interest, and a high level of perceived severity of obesity. Implications and suggestions for future research are discussed.
authors.affiliation: a Edward R. Murrow College of Communication , Washington State University.
authors.forename: Rachel L
authors.initials: RL
authors.lastname: Bailey
authors.affiliation: a Edward R. Murrow College of Communication , Washington State University.
authors.forename: Tianjiao Grace
authors.initials: TG
authors.lastname: Wang
authors.affiliation: a Edward R. Murrow College of Communication , Washington State University.
authors.forename: C Kit
authors.initials: CK
authors.lastname: Kaiser
mesh_terms: D001143:Arousal / Q000502:physiology; D001288:Attention; D003071:Cognition / Q000502:physiology*; D005239:Fear; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D009765:Obesity / Q000517:prevention & control*; D010565:Persuasive Communication; D066308:Public Service Announcements as Topic; D055815:Young Adult