The Effects of Emotional Appeals and Gain Versus Loss Framing in Communicating Sea Star Wasting Disease

In response to the recent sea star wasting disease event and the growing concern over the negative consequences of eco-depression regarding environmental crises, this study investigated the effects of two emotional appeals (sadness and hope) and their interaction with gain versus loss framing on information seeking, policy support, and pro-environmental behavioral intentions. Overall, the results suggest that the sadness appeal was an effective approach in promoting information seeking and policy support, whereas the impacts of the hope appeal were limited in this context. In addition, this study provides initial evidence that a sadness appeal will be more effective when it is accompanied by gain framing and that a hope appeal tends to have greater impacts when it is juxtaposed with loss framing. Future implications and limitations are also discussed.