Influence of Incidental Discrete Emotions on Health Risk Perception and Persuasion.

This research examines the effects of two incidental discrete emotions-fear and anger-on health risk perception (i.e., perceived susceptibility to a health problem) and persuasion. In two experiments, fear and anger were induced before participants were exposed to a public service announcement that advocated sun protection behaviors to prevent skin cancer (Experiment 1) or flossing to prevent gum diseases (Experiment 2). It was found that fearful participants perceived greater susceptibility to the health risk than angry participants and those who were in a neutral affective state. Angry participants did not differ from those in a neutral affective state in terms of perceived susceptibility. There was mixed evidence that fear exerted an indirect effect on attitude toward the recommended health behavior and intention to perform the health behavior through health risk perception. Theoretical and practical implications of the findings are discussed.