The Role of Regret and Hope in Anti-smoking Loss-Framing-Based Narrative Persuasion.

Accepted by the 69th Annual International Communication Association (ICA) Conference, Washington DC, 24-28 May 2019. Division: Health Communication

Abstract: this study examines the effect of discrete emotional appeal (i.e., regret and hope) in loss-framing-based narrative by exploring its impact on people’s emotional engagement and attitude toward the smoking issue. Emotional engagement in this study is not only defined as affective response, but also related to emotional sharing process between self and characters therein, including empathy and sympathy. A controlled experiment involving 137 smoking participants recruited from Amazon’s Mechanical Turk (MTurk) revealed main effect for hope appeal and regret on the emotional engagement, as well as the mediating effect of sympathy to the relationship between emotional appeal and attitude toward quitting smoking.

Yan Jin  Yen-I Lee  Xuerong Lu 

Related Research


Effects of Social Media Comments on Attitude toward Vaccines: The Roles of Perceived Public Consensus and Perceived Vaccine Efficacy.

Abstract: Recognizing that social media has become an important place for individuals to acquire vaccine-related information, this study investigated if and how user-generated comments on social media platforms influence individuals’ perception of public consensus regarding and attitude toward vaccines. In addition, perceived vaccine efficacy was considered as a factor moderating the relationship between exposure to […]

Jeong-Yeob HanHanyoung KimYoungji Seo
read more
Effects of Social Media Comments on Attitude toward Vaccines: The Roles of Perceived Public Consensus and Perceived Vaccine Efficacy

Abstract: Recognizing that social media has become an important place for individuals to acquire vaccine-related information, this study investigated if and how exposure to user-generated comments in social media platforms influences individuals’ attitude toward vaccines. In this investigation, social media comments were investigated in light of their effect on attitude toward vaccines through shaping perception […]

Jeong-Yeob HanHanyoung Kim
read more