Beyond Valence: Matching the Discrete Positive Emotion of Elevation With Morally Framed Persuasive Messages

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Highlighting the persuasive power of matching the discrete moral emotion of elevation with a moral advertisement, 2 experimental studies reveal the unique function of elevation as a potential marketing tool. Results of Study 1a demonstrate that elevation is fundamentally distinct from happiness and a control (i.e., boredom). Participants primed with elevation (n = 58) scored significantly higher on a measure of elevation than those primed with happiness (n = 73) or boredom (n = 79). Being an inherently moral emotion, it was hypothesized that elevated participants (n = 117), compared to happy (n = 110) or bored (n = 134) participants, would be more persuaded by a morally framed ad than an amoral ad. Accordingly, a significant 3-way interaction revealed that when viewing a morally framed coffee advertisement, elevated non-coffee drinkers had significantly greater intentions to purchase the product, showing the applied utility of elevation as a persuasive tool when paired with moral advertisements.

Authors

• Lindsay Handren, Claremont Graduate University

• Candice Danae Donaldson, Claremont Graduate U

• Sara Hollar, Claremont Graduate U

• Andrea Ruybal, Claremont Graduate U