Séminaires de Recherche

"Guilt Versus Shame: Coping Variations in Message Framing Effects on Persuasion"

Marketing

Intervenant : Adam Duhachek
Indiana

10 juin 2010

Four experiments examine the effectiveness of anti-drinking messages as function of ambient emotion and message frames. While past research has focused on examining the role of positive versus negative emotions on the effectiveness of gain or loss message frames, we propose that guilt and shame, two otherwise similar negative emotions, can differentially affect persuasion from gain or loss framed messages. We show that individuals experiencing shame are more persuaded by health messages employing loss frames whereas individuals experiencing guilt are more persuaded by gain frames. These persuasion effects occur because gain frames facilitate the use of problem focused coping strategies favored by guilt-laden consumers where as loss frames facilitate the use of emotion-focused coping strategies favored by shame-laden consumers. We further show that making problem focused coping strategies more available to shame-laden consumers allows them to mimic the persuasion effects of guilt-laden consumers. These effects manifested on risks associated with drinking, intentions to binge-drink, and time spent viewing alcohol advertising.

A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Kalle Kraus
Stockholm School of Economics

14 septembre 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Shiva Sivaramakrishnan
Rice University

15 juin 2018 - HEC Paris - salle X120 - De 14h00 à 16h00


Finance

Intervenant : Matthieu Bouvard
Desautels Faculty of Management

14 juin 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Xin Wang
Hong Kong University

8 juin 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


Finance

Intervenant : Mikhail Simutin
Rotman School of Management

7 juin 2018 - De 14h00 à 15h15


Finance

Intervenant : Liyan Yang
Rotman School of Management

31 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Hendrik Vollmer
University of Leicester

25 mai 2018 - HEC Paris - salle T020 - De 14h00 à 16h00


Finance

Intervenant : Anton Lines
Columbia Business School

24 mai 2018 - De 14h00 à 15h15


Finance

Intervenant : Ian Martin
LSE

17 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Martin Giraudeau
LSE/Sci. Po

4 mai 2018 - HEC Paris - salle T004 - De 14h00 à 16h00



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