The Persuasive Effects of Health Goal Compatibility and Mood

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

This research aims to examine how individuals with different mood states shape health goal commitment and regular exercise intentions when exposed to health messages framed in—eager and vigilant goal pursuit strategies—that align with their regulatory orientation. Our findings indicate a significant three-way interaction among mood, goal message framing, and self-regulatory focus emerged for health goal commitment and regular exercise intentions. In the happy mood condition, promotion-focused participants reported stronger health goal commitment and greater intentions to exercise regularly than prevention-focused participants when exposed to eager goal framed messages. However, goal compatibility effects disappeared in the sad mood condition. Theoretical and practical implications for health communication campaigns will be discussed further.

Authors

• Tae Hyun Baek, University of Kentucky

• Seeun Kim, U of Tennessee

• Chan Yun Yoo, U of Kentucky