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Does Anger Facilitate or Debilitate Persuasion? A Test of the Anger Activism Model

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Abstract:

The ability of anger to facilitate or debilitate persuasion in pro-attitudinal vs. counter-attitudinal messages was investigated using the Anger Activism Model (AAM). Undergraduate students (N=175) were recruited for 2 x 2 independent groups experimental design to examine the effect of anger appeals and efficacy on attitudes and behavioral intentions. Pro-attitudinal audiences can be subdivided into four groups based on feelings of anger and perceptions of efficacy: activist, empowered, angry, and disinterested. Results indicated that groups descended in order from most to least persuasive outcomes. Pro-attitudinal individuals high in anger and efficacy had positive attitudes, perceived message persuasiveness, and were most willing to engage in difficult behaviors. For counter-attitudinal individuals, anger debilitated persuasion. The findings illustrate that not only is the level of anger important, but that the level of efficacy is critical.

Most Common Document Word Stems:

anger (200), messag (89), persuas (58), efficaci (57), behavior (57), model (52), group (50), attitud (48), test (46), activ (44), peopl (43), feel (39), angri (38), m (38), particip (36), emot (34), process (32), thought (32), posit (31), n (29), celebr (28),

Author's Keywords:

emotion, persuasion, anger
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p93201_index.html
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MLA Citation:

Turner, Monique., Bessarabova, Elena., Hambleton, Kathryn., Weiss, Maribeth., Sipek, Sanja. and Long, Kristen. "Does Anger Facilitate or Debilitate Persuasion? A Test of the Anger Activism Model" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, <Not Available>. 2013-12-17 <http://citation.allacademic.com/meta/p93201_index.html>

APA Citation:

Turner, M. M., Bessarabova, E. , Hambleton, K. A., Weiss, M. , Sipek, S. and Long, K. "Does Anger Facilitate or Debilitate Persuasion? A Test of the Anger Activism Model" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2013-12-17 from http://citation.allacademic.com/meta/p93201_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The ability of anger to facilitate or debilitate persuasion in pro-attitudinal vs. counter-attitudinal messages was investigated using the Anger Activism Model (AAM). Undergraduate students (N=175) were recruited for 2 x 2 independent groups experimental design to examine the effect of anger appeals and efficacy on attitudes and behavioral intentions. Pro-attitudinal audiences can be subdivided into four groups based on feelings of anger and perceptions of efficacy: activist, empowered, angry, and disinterested. Results indicated that groups descended in order from most to least persuasive outcomes. Pro-attitudinal individuals high in anger and efficacy had positive attitudes, perceived message persuasiveness, and were most willing to engage in difficult behaviors. For counter-attitudinal individuals, anger debilitated persuasion. The findings illustrate that not only is the level of anger important, but that the level of efficacy is critical.

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