Investigating Processes Linking Emotional Response to Impressions of Weight-loss Testimonials: The Role of Message Framing and Perceived Risk

Persuasion research highlights the central role emotions play in driving persuasion processes. This investigation addressed the influence of message factors and risk perceptions in determining how positive and negative emotions predict judgments of healthy eating messages. Consistent with prior research, gain-framed messages induced greater positive emotions, whereas loss-framed messages induced greater negative emotions; however, the target of these message frames–self-focused consequences vs. relational-focused consequences–failed to moderate effects. Results also indicated that positive emotion predicted more favorable message judgments, whereas negative emotion predicted less favorable message judgments. Perceived obesity risk contributed to the relationship between emotion and message judgments. Specifically, through negative emotions, risk indirectly predicted less favorable message judgments.