Emotional Reactions to and Perceived Effectiveness of Media Messages: Appraisal and Message Sensation Value

Abstract

Appraisal theory examines how cognitive appraisals of events lead to specific emotions. Message sensation value (MSV) may work as an elicitor of arousal to intensify the impact of discrete emotions on message effectiveness evaluation. The impacts of appraisal and MSV were examined in the context of public service announcements to illustrate effective ways to construct emotional and persuasive messages. Using a 2 (ad sets) ∗2 (presentation orders)∗2 (ad valence) mixed design, this study replicated the links between appraisal and corresponding emotions found in the interpersonal context, located several discrete emotions that were perceived to be more persuasive than others, and suggested a moderating role for MSV on the relationship between discrete emotions and perceived message effectiveness.

Keywords:

• Appraisal
• Discrete Emotion
• Message Sensation Value
• Perceived Message Effectiveness

Notes

Note. Values enclosed in parentheses represent standard deviations. 1–9 point scales. Means in the same row that do not share subscript differ at p < .001.

∗p ≤ .05.

∗∗p < .005.

Although appraisals of less novelty, goal conduciveness, and high coping potential are also hypothesized to elicit joy, they have received little empirical support. So they are not included in the hypothesis.

Separate tests using each of the two items of the novelty scale showed that “unexpectedness” was more predictive for emotions than “suddenness”. Thus this scale mainly reflects the unexpectedness of the PSA plot.

Pooling the mean square for messages within treatments and the mean square for subjects within message within treatments does not remove the effects of nonindependence. It only gives a more powerful test of hypothesis about treatments and should not be carried out unless the mean square for messages within treatments is not significantly larger than that for subjects within messages (Myers, 1972, p. 223). The usual criterion is p > .25 (Anderson & Ager, 1978). In effect, the pooling procedure distributes the nonindependence within messages over a larger pool of subjects, most of whom are independent.

Additional information

Notes on contributors

Yahui Kang

Yahui Kang is with the Boston Consulting Group

Joseph N. Cappella

Joseph N. Cappella is with the University of Pennsylvania.