Latinos mobilizing beyond threats: The role of fear and hope in issue activism

Abstract Interest groups intent on spurring political participation often highlight potential threats to galvanize audiences into action. However, while loss aversion is typically seen as a strong motivator, it is important not to neglect the motivational effect of hope and reward‐seeking behavior as people navigate their political landscape. By drawing on a renewed focus on the simultaneous role of positive and negative emotions when processing risk appraisals, this paper reassesses the most effective ways to frame threat messages surrounding immigration activism. I test the major claims of this model with two original online survey experiments of Latino adults in the United States ( n = 1,001; n = 1,266), including a vignette and emotion‐induction design. The results demonstrate that a mobilizing message combining elements of both threat (loss) and opportunity (gain)—primed by negative and positive emotions—is a significant catalyst of various forms of collective action, including informal and formal forms of political participation.