Five studies examine how the two distinct emotional states of shame and guilt influence the effectiveness of messages that highlight socially undesirable consequences of alcohol consumption. Appeals that frame others as observing versus suffering the negative consequences of binge drinking differentially activate shame and guilt. Given these emotional consequences of message framing, the authors examine the interaction between incidental shame or guilt and message framing on drinking intentions and behavior. Compatible appeals (i.e., appeals that elicit the same emotion as being incidentally experienced by the consumer) are less effective in influencing behavioral intentions and beverage consumption because of a process in which consumers discount the notion that they may cause the negative consequences outlined in the message. Such defensive processing of compatible messages is driven by a desire to reduce the existing negative emotion.

This research examines the psychological processes and factors that shape illness-detection versus illness-prevention health actions. Four experiments using contexts of mental health, skin cancer, and breast cancer show that illness detection evokes fear, which undermines engagement in detection behaviors. Considering detection at low (vs. high) levels of thought reduced fear and increased health persuasion. Illness prevention is driven by self-efficacy perceptions and considering prevention at high (vs. low) levels of thought increases persuasion. In further evidence of process, trait fear moderated the detection effects, and dispositional self-efficacy moderated the prevention effects. As an intervention, framing a detection action as serving illness-prevention goals increased people’s likelihood of engaging with an online breast cancer detection tool. These findings illuminate the psychology of detection as being distinct from the psychology of prevention, identify the role of fear in the consideration of health behaviors, and show contexts in which construal levels have divergent effects on health persuasion.

Low-fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions in which low-fit extensions can succeed. Specifically, the authors show that the extent to which consumers consider the context in forming judgments (i.e., they are context dependent) determines their acceptance of low-fit extensions. Across four studies, the authors examine the combined effects of context (in)dependence and type of information. Context-dependent consumers form their evaluations on the basis of the type of brand extension information provided, such that providing benefit-based information enhances the evaluations of low-fit extensions, whereas providing attribute-based information leads to a reliance on extension fit and subsequent unfavorable evaluations of low fit extensions. In contrast, context-independent consumers are more likely to base their judgments on extension fit regardless of whether they receive attribute- or benefit-based information. Acceptance of high-fit extensions is unaffected by context (in)dependence and type of information. These findings provide a two-step strategy (i.e., sensitize consumers to context and providing benefit-based extension information) to managers for launching low-fit extensions and leveraging existing parent brand equity.

AbstractA growing stream of research has examined emotions and decision‐making based on the appraisal tendencies associated with emotions. This paper outlines two general approaches that can lead to further our understanding of the variety of ways emotions affect decision‐making and information processing. Specifically, future research can examine the nature of emotional appraisals or investigate the nature of decision contexts and underlying psychological processes influenced by emotions. To understand the nature of emotional appraisals, scholars could examine the interaction of two appraisal dimensions or identify novel appraisal tendencies. To understand the decision‐making contexts and psychological processes influenced by emotions, scholars could examine how emotions interact with contextual influences to shape judgments through a variety of processes such as providing information, priming goals, or activating mindsets. These approaches to the study of emotions and decision‐making will contribute to more nuanced theory development around emotions, nurture new empirical work, and encourage interest in exploring a broader set of emotions.