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

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.