How Message-Evoked Emotions Undermine Persuasion: The Mediating Role of Fear and Anger in Health Message Effects Among Older Adults

Guided by literature on framing, this study explored how the presence of age labels in different message frames influenced message-evoked fear and anger responses, particularly for older adults with different levels of need for autonomy (NFA), which ultimately affected their physical activity intentions. The results of a three-factor between-subjects experiment, with message frame (gain versus loss) and age label (present versus absent) as manipulated variables and NFA (low versus medium versus high) as quasi-experiment variable (<i>N</i> = 237) revealed that loss-framed message evoked higher levels of fear and anger as compared to gain-framed message. Furthermore, the anger elicited by loss-framing was more pronounced when age labels were present, especially among older adults with low NFA. The moderated mediation analysis revealed that, among older adults with low NFA, loss-framed messages decreased physical activity intentions through message-evoked anger. Notably, this mediating effect was more pronounced when age labels were present.