Emotional expressions in antismoking television advertisements: consequences of anger and sadness framing on pathways to persuasion.

The authors conducted an experiment among U.S. college students (N = 115) to assess the effects of anger- and sadness-framed television antismoking advertisements on viewers' emotional response, impressions of the speaker, source likability, and empathy toward the speaker. The study was based on the fundamental assumptions of discrete emotions and was operationalized using the principles of universal facial expressions. The authors also constructed a path model to investigate how these variables predicted one's attitude toward smoking, attitude toward the tobacco industry, and intentions to smoke. Supporting study hypotheses, the anger-framed message increased the perceived dominance of the speaker relative to the other conditions. Perceived dominance, in turn, was negatively associated with smoking attitudes and, indirectly, smoking intentions. Contrary to study hypotheses, the sadness-framed message did not increase sad emotional responses, source likability, or empathy relative to the no emotion-framed message. The anger-framed message unexpectedly appeared to decrease these outcomes. Empathy and source likability were associated with positive attitudes toward the tobacco industry, but these attitudes did not predict intentions to smoke. The authors discuss the implications of these findings.