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.

Titre : TBA

Economie et Sciences de la décision

Intervenant : Claire Lelarge
Paris Sud

10 septembre 2019 - HEC Campus


Finance

Intervenant : Xavier Gabaix

13 juin 2019 - T104 - De 14h00 à 15h15


Titre : TBA

Economie et Sciences de la décision

Intervenant : Larry Samuelson
Yale

13 juin 2019 - HEC Campus


Finance

Intervenant : Adriano Rampini

23 mai 2019 - T105 - De 14h00 à 15h15


Finance

Intervenant : Luke Taylor

16 mai 2019 - T105 - De 14h00 à 15h15


Finance

Intervenant : Jessica Jeffers

18 avril 2019 - T104 - De 14h00 à 15h15


Finance

Intervenant : Emil Verner

4 avril 2019 - T104 - De 14h00 à 15h15


Finance

Intervenant : Niels Gormsen

28 mars 2019 - T104 - De 14h00 à 15h15


Titre : TBA

Economie et Sciences de la décision

Intervenant : Gaetano Gaballo
Banque de France & PSE

19 mars 2019 - HEC Campus


Finance

Intervenant : Ramona Dagostino

14 mars 2019 - T104 - De 14h00 à 15h15



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