Journal
HEALTH COMMUNICATION
Volume 30, Issue 2, Pages 114-124Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10410236.2014.974129
Keywords
-
Categories
Ask authors/readers for more resources
Overwhelmingly, the literature on the persuasive influence of emotions has focused on individual emotions, fear in particular, though some recent attention has been given to mixed emotions in persuasive appeals. Building on this newer wave of research, this article argues that instead of focusing on singular emotional states or collections of emotions evoked by a message, it might prove valuable to explore the flow, or evolution, of emotional experience over the course of exposure to a health message. The article offers a brief introduction to the concept of emotion, followed by a review of the state of the literature on the use of emotion in health messages. The concept of emotional flow is then introduced along with a consideration of how it has been tacitly incorporated into the study of emotional health messages. Finally, the utility of the concept of emotional flow is elaborated by articulating the ways in which it might be harnessed to facilitate the creation of more effective health messages, individually as well as across campaigns. The article concludes with an agenda for future research.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available