Self-Accountability Emotions and Fear Appeals: Motivating Behavior

Journal of Consumer Research · 2006 · Volume 32 · Issue 4

Abstract

We examine the role of high self-accountability emotions in enhancing compliance with fear appeals. In two field experiments, we find that relative to straight fear appeals (negative) or adding hope (positive), which ascribes low accountability to the self, action-facilitative coping, intentions, and behaviors (using sunscreen, eating high fiber foods) are enhanced by adding guilt, regret (both negative), or challenge (positive), all of which induce feelings of high self-accountability. In addition, we find that cold perceptions of high accountability are necessary but insufficient to influence actual behaviors and that the corresponding emotion is an essential driver of behaviors.

Keywords

Advertising, Affect/Emotions/Mood, Choice (Brand or Product Level), Health, Nutrition, Safety, Persuasion

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