Abstract
Although pride and joy are both positive emotions, we expected their consideration to affect persuasion differently because of the different perspectives (near vs. distant) and level of abstractness they involve, with pride being more abstract than joy. Therefore, we predicted that when the attitude object is construed at a high level rather than a low level, the consideration of pride is likely to promote more persuasion than the consideration of joy. In three studies, we found that the consideration of pride, when featured in the persuasion message (Studies 1a and 1b) or incidentally (Study 2), increased persuasion more than did the consideration of joy, when the persuasion object was temporally distant compared with temporally near (Studies 1a and 1b) or construed as a high-level category compared with a more concrete individual (Study 2). These findings advance our understanding of the ways in which specific emotions may affect persuasion, beyond valence.
Original language | English |
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Pages (from-to) | 27-35 |
Number of pages | 9 |
Journal | Journal of Behavioral Decision Making |
Volume | 28 |
Issue number | 1 |
DOIs | |
State | Published - 1 Jan 2015 |
Bibliographical note
Publisher Copyright:© 2014 John Wiley & Sons, Ltd.
Keywords
- Construal-level theory
- Emotion
- Persuasion
- Psychological distance
ASJC Scopus subject areas
- General Decision Sciences
- Arts and Humanities (miscellaneous)
- Applied Psychology
- Sociology and Political Science
- Strategy and Management