Recognizing this void in our knowledge about emotions, consumer researchers (Allen, Machleit and Marine, 1988) have recently underscored the need for more research on the effects of negative emotions in advertising appeals. To date, very little marketing research has been conducted in this area in spite of its relevance to the advertising strategies for mass media campaigns. Recent research has demonstrated that experimentally induced negative moods or feelings such as fear (Shelton and Rogers, 1981), guilt (Hoffman, 1982), sadness (Cialdini and Kenrick, 1976) and empathy (Coke, Batson and McDavis 1978) can have a strong influence on creating a positive attitude toward helping. Very often consumers are urged to make financial contributions to the sponsoring organization. While the objective of many PSAs is to stimulate listener awareness and influence attitudes toward a given issue, many PSAs do utilize affective responses to motivate helping behavior. American Diabetes Association, Society for the Prevention of Child Abuse, etc.) have been designed to evoke emotions such as fear, guilt, sympathy, pity, or compassion. Public service announcements (PSAs) sponsored by nonprofit organizations (e.g. For example, there has been a recent increase in the number of marketers in the food and drug industry who are capitalizing more aggressively than ever before on consumers' fears of cancer and heart attacks (Wall Street Journal, 1987). These issues do have practical managerial relevance. If positive emotions tend to enhance persuasion, do negative emotions induced by an advertising message necessarily reduce persuasion? Does an advertising message necessarily have to create a positive emotion in order to produce a positive attitude to the message? Under what conditions can we expect negative emotions to have a positive effect on attitudes. However, in spite of the progress that has been made in understanding the role of positive emotions, very little is currently known about the mediating role of negative emotions (such as anger, fear, distress, pity, etc.) on attitude toward the ad and behavioral intentions. In other words, a positive emotional appeal is likely to enhance the persuasive impact of an advertising message (Holbrook and O'Shaughnessy, 1984). The general conclusion emerging from there investigations is that positive affective responses do have a positive influence on attitude toward the ad, as well as attitude toward the brand (Holbrook and Batra, 1987). Most of these studies have focused on positive affective responses such as joy, peaceful relaxation and social affection (Batra and Ray, 1986 Holbrook and Batra, 1987), warmth and tenderness (Aaker, Stayman, and Bruzzone, 1986). The decade of the 1980's has witnessed a significant increase in the attention advertising and consumer researchers have devoted to the role of emotion in advertising appeals. Theoretical implications for future research are also discussed. The theoretical framework which we have outlined suggests that the effect of negative affect on attitude toward helping is dependent upon: a) the extent to which the perceiver's attention is focused on the needs and feelings of the victim and b) the degree of empathic concern that is generated toward the person in need. This paper examines the conditions under which negative emotions mediate attitude toward helping and attitude toward the ad in public service advertising appeals. NEGATIVE EMOTIONS AS MEDIATORS OF ATTITUDES IN ADVERTISING APPEALS Srull, Provo, UT : Association for Consumer Research, Pages: 581-586.Īdvances in Consumer Research VolPages 581-586 Moore and Scott Hoenig (1989) ,"Negative Emotions As Mediators of Attitudes in Advertising Appeals", in NA - Advances in Consumer Research Volume 16, eds. Theoretical implications for future research are also discussed.ĭavid J. ABSTRACT - This paper examines the conditions under which negative emotions mediate attitude toward helping and attitude toward the ad in public service advertising appeals.
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