TOWARD AN UNDERSTANDING OF THE EMOTIVE STRUCTURE AND MOTIVATIONAL
SYSTEMS AND THEIR INFLUENCE ON THE PROCESSING OF STRATEGIC HEALTH MESSAGES
Student researcher
Changmin Yan (Graduate Student)
Faculty Supervisor
Dr. Fuyuan Shen
Abstract
In this project, I tested and utilized two competing structural models
of affect and motivational systems, the valence model and the functional
model, to investigate the interaction of emotions (happiness, anger, and
fear) and framing of health messages (gain and loss). Before a formative
test of hypotheses, I conducted three pretests to identify a valid emotion
induction method and to develop effective and credible framed messages.
Pretest 1 found that the Montreal Affective Voices failed to induce the
intended emotions. Results from Pretest 2 indicated that the Life Event
Inventory Task successfully induced distinct and robust happiness, anger,
and fear. Pretest 3 offered convincing evidence that the framed messages
developed for this project were perceived to convey the intended frames
and credible information. Using the Life Event Inventory Task and the
pretested messages, Study 1 formally tested the hypotheses. First, compared
to the valence model, the functional model better accounted for the relationship
between emotions and motivational systems (behavioral approach system,
BAS, and behavioral inhibition system, BIS). Second, as prescribed by
the functional model, I found interactions of emotion and framing to significantly
influence attitude. While gain frames produced more favorable attitudes
for happy and angry participants, loss frames yielded more favorable attitudes
among fearful individuals. I also conducted Study 2 to replicate Study
1, to test a causal model for the emotion-by-framing interaction, and
to identify the dominant motivational system under different emotion-by-framing
match conditions. Consistent with Study 1, the functional model was again
supported. However, only partial support for the emotion-by-framing interaction
on intention was found. Structural equation modeling results revealed
that emotion and framing had indirect effects on attitude and intention
via message related cognition and fear. Additional model comparisons indicated
that BAS guided the persuasion process when the approach emotions (anger
and happiness) coupled with gain frames; BIS predicted the process when
inhibition emotion (fear) fitted with loss frames. I discussed both theoretical
and practical implications at the end.
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