The Relationship between Anxiety and Positive and Negative Advertising Appeals

Wheatley, John J.; Oshikawa, Sadaomi

doi:10.2307/3149511

Cited by 28 publications

(11 citation statements)

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“…Students from upper‐division Business Management classes received additional course credit for completing the EIM measure, then separately viewing each PSA. Following exposure to a PSA, subjects completed a three‐item semantic differential A ad scale with endpoints of favorable / unfavorable , liked a lot / no liking , and attractive / unattractive (Coulter, 1998; Wheatley & Oshikawa, 1970). Then they indicated intention to comply with the PSA's requested behavior (INT) on a three‐item semantic differential scale with endpoints of likely / unlikely, definitely / definitely not , or probably / improbably following the stem “Based solely on the PSA reviewed, please indicate the likelihood of complying now, or in the future, with the recommended behavior” (Bagozzi & Moore, 1994; Lacher & Mizerski, 1994; Pham, 1998).…”

Section: Methodsmentioning

confidence: 99%

Emotional Information Management: Concept development and measurement in public service announcements

Taute

Huhmann

Thakur

2010

Psychology and Marketing

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Research on emotion as information in persuasive communication and ad response has created a need for a measure of individual abilities in the management of emotional information. Previous measures (e.g., emotional intelligence measures) lack adequate validity and reliability for use in persuasion and advertising contexts. Four studies iteratively refine a parsimonious Emotional Information Management scale that corresponds to theoretical dimensions of the construct and interrelationships between those dimensions-recognition of emotion, regulatory processes of optimistic utilization and management of emotions, as well as cognitive and emotional empathy. Reliability and construct validity are demonstrated, and scale norms are established. Although gender does not affect recognition of emotions or cognitive empathy, females exhibit greater emotional empathy ability, whereas

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Section: Methodsmentioning

confidence: 99%

Emotional Information Management: Concept development and measurement in public service announcements

Taute

Huhmann

Thakur

2010

Psychology and Marketing

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“…Positive goal-framing describes possible gains, while negative goal-framing emphasizes possible unpleasant consequences (Wheatley & Oshikawa, 1970).…”

Section: Goal-framingmentioning

confidence: 99%

Framing of information on the use of public finances, regulatory fit of recipients and tax compliance

Holler

Hoelzl

Kirchler

et al. 2008

Journal of Economic Psychology

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Information campaigns to increase tax compliance could be framed in different ways. They can either highlight the potential gains when tax compliance is high, or the potential losses when compliance is low. According to regulatory focus theory, such framing should be most effective when it is congruent with the promotion or prevention focus of its recipients. Two studies confirmed the hypothesized interaction effects between recipients' regulatory focus and framing of information campaigns, with tax compliance being highest under conditions of regulatory fit. To address taxpayers effectively, information campaigns by tax authorities should consider the positive and negative framing of information, and the moderating effect of recipients' regulatory focus. KeywordsRegulatory focus; Regulatory fit; Goal-framing; Tax compliance Tax payments represent a social dilemma with colliding individual and collective interests. The financial basis for effective political and economic activities of the government is solid as long as the state succeeds in motivating citizens to cooperate rather than to defect. If a majority of citizens engages in tax avoidance and evasion, provision of public goods and services is at risk (e.g., van Lange, Liebrand, Messick, & Wilke, 1992). Despite temptations to cheat, people in many countries keep up relatively high tax morale and seem to accept their duty to pay taxes (Braithwaite, 2003;James & Alley, 2002;. Nevertheless, "taxes" have a negative connotation, are associated with an expensive and inefficient management style of politicians and often linked not only to the loss of money but also -especially in the case of self-employment -to restrictions of personal freedom in deciding how to spend and invest one's "own" money (Kirchler, 1998). Information campaigns on taxes and spending policy of the government as well as the provision of public goods can improve both citizens' understanding and acceptance of taxes and their compliance. Tax compliance is likely to increase if the tax system is perceived as being transparent, fair, and trustworthy, and when tax knowledge increases (e.g., . This article examines the differential effectiveness of information campaigns. It is assumed Promoting tax compliance by information campaignsNeoclassical economics postulates that taxpayers consider audit probability and fines in case of tax evasion and comply with the law only if audits are likely and fines are high (Allingham & Sandmo, 1972). The effect of audits and fines has, however, often been disputed (e.g., Andreoni, Erard, & Feinstein, 1998) and without doubt there are other than purely rational-economic variables determining tax behaviour. Moreover, under some circumstances, audits and fines may have the opposite effects than expected (e.g., Eichenberger & Frey, 2002;. If the deterring effect of audits and fines is low, strategies which aim to promote tax compliance should be applied (Pommerehne & WeckHannemann, 1992). Cooperation with tax authorities could be promoted by various media. I...

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“…Prior literature suggests that negative or positive appeals can be successful at achieving effective attitude change depending on the individual's aroused level of emotional tension (Wheatley and Oshikawa, ). For example, if the individual's emotional tension is stimulated by a negative appeal, the individual who is exposed to the message will try to reduce his or her anxiety level by looking for some type of comfort.…”

Section: Hypotheses and Theoretical Developmentmentioning

confidence: 99%

“…For example, if the individual's emotional tension is stimulated by a negative appeal, the individual who is exposed to the message will try to reduce his or her anxiety level by looking for some type of comfort. Then, if the message in the ad is perceived to be offering some comfort, it may decrease the emotional tension for the individual and persuade the individual to follow a recommended course of action (Wheatley and Oshikawa, ). This is similar to what Keller () found with regard to safe‐sex public service announcements.…”

Section: Hypotheses and Theoretical Developmentmentioning

confidence: 99%

Influencing light versus heavy engagers of harmful behavior to curb their habits through positive and negative ad imagery

Burton

Hill

Bakir

2015

J of Consumer Behaviour

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Mass media advertising has increasingly been seen as an important vehicle to influence attitudes and behaviors on issues designed to enhance the well-being of society overall. However, prior research shows mixed results on the ability of advertising to encourage substantial or long-term changes in self-destructive behavior. The current research provides a framework to reconcile previous findings and demonstrates that different psychological processes are occurring when trying to convince light versus heavy engagers to curb their potentially harmful behaviors.Validated across two contexts (texting while driving and excessive gambling), the present study demonstrates that ads containing positive imagery (as opposed to negative imagery) are more effective at influencing heavy engagers to limit their harmful behaviors. Heavy engagers in the harmful behavior seem to resist ads containing negative imagery and do not find them to be more credible or involving. Instead, they are more influenced to curb their harmful behaviors after seeing positive imagery containing characters and situations to which they can relate.On the other hand, light engagers of harmful behavior are more likely to be persuaded to limit their behaviors after exposure to advertising containing negative imagery. The negative imagery evokes perceptions of ad credibility and encourages individuals to think about the advertised problem and consequences. Both credibility and ad involvement are shown to be important mediators of ad effectiveness for light engagers, whereas relatability was not a significant mediator for this group. Implications for the design of effective public service announcements targeted toward these separate groups are discussed.

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The Relationship between Anxiety and Positive and Negative Advertising Appeals

Cited by 28 publications

References 0 publications

Emotional Information Management: Concept development and measurement in public service announcements

Emotional Information Management: Concept development and measurement in public service announcements

Framing of information on the use of public finances, regulatory fit of recipients and tax compliance

Influencing light versus heavy engagers of harmful behavior to curb their habits through positive and negative ad imagery

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