Can Incongruent Combinations of Media Frames and Emotional Trajectories Elicit Coactivation in the Motivational Systems?

• In Event: Motivation

Abstract

This article uses the LC4MP to make predictions about the motivational activation elicited by short, text-based, media frames, and how this motivational activation might interact with the motivational activation elicited by a subsequent message. Specifically, it was predicted that incongruent combinations of message frame and message content (e.g. A loss frame with a pleasant message) will result in coactivation of the motivational systems. An experiment was conducted in which the availability of cognitive resources was assessed for four combinations of frames (gain and loss) and emotional trajectory (pleasant and unpleasant). Results supported the notion that frames elicit motivational activation, and when placed in an incongruent combination, coactivation is elicited. Also, we found further support for the notion that the appetitive system can inhibit the aversive. Motivational activation over time and the subsequent effects on emotional reactions and cognitive processing are discussed in light of the results of the experiment.

Authors

• Travis Loof, Texas Tech University

• Justin Robert Keene, Texas Tech University