Striving for happiness or fleeing from sadness? Motivating mood repair using differentially framed messages

Recipients of cognitive therapy for depression often have difficulty adhering to treatment recommendations. We hypothesize that individuals may be sensitive to the difference between avoidance-framed (escape negative moods) and approach-framed (achieve positive moods) messages advocating suggested mood repair strategies. In Experiment 1, 114 participants were exposed to either approach- or avoidance-framed messages. Regardless of dysphoric symptoms, participants who viewed the advocated strategy as less important were more motivated by an avoidance-framed message. In contrast, participants who viewed the strategy as highly important were more motivated by an approach-framed message. Experiment 2 replicated and extended these findings among 77 individuals. Participants with weak prior mood repair habits who were made to feel sad were more motivated by an avoidance-framed message, whereas those with strong prior habits were more motivated by an approach-framed message.