When Hope Helps More: The Incidental Effect of Hope and Pride on Compliance with Health-Care Warning Messages

Informações

Código: MKT1981
Divisão: MKT - Marketing
Tema de Interesse: Tema 02 - Estudos Experimentais em Marketing

Autores

Danielle Mantovani (PPGADM - Programa de Pós-Graduação em Administração/UFPR - Universidade Federal do Paraná) danielle@ufpr.br
Angela Negrão Torres Gomes (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) negrao.angela@gmail.com
Victoria Vilasanti da Luz (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) victoria.vilasanti@gmail.com

Resumo

Previous research shows that incidental emotions impact on individuals’ judgment of risk, through cognitive appraisals tendencies. However, most of the specific emotions studied are of negative valence. This research proposes that incidental future-oriented positive emotions (i.e., hope), when compared to incidental past-oriented positive emotions (i.e., pride), are more likely to increase compliance with warning messages through self-risk perception. Study 1 tests our predictions checking the temporal focus of positive emotions as expressed in emotion-elicitation essays and demonstrating that incidental hope, compared to pride, shows higher levels of self-risk perception when exposed to a health-care warning ad (STDs), which in turn increases compliance intention with the ad appeal. Study 2 replicates the previous finding in another health-care domain (hepatitis). Study 3 shows that the impact of temporal focus on risk and compliance is contingent on the emotion-focused orientation, and the opposite effect is observed when the temporal focus is not associated with specific emotions. This study contributes theoretically to research on temporal construal level and risk-taking behavior and to the cognitive appraisal tendencies of positive emotions. Additionally, it has implications for public policy actions.

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