The Interplay of Message Framing and Consideration of Future Consequences on Energy Drink Consumption: Focusing on the Underlying Emotional Mechanism

Researchers have examined the relative persuasiveness of gain- versus loss-framing in various health contexts, but factors that moderate the effects as well as the processes through which such interplay produces impacts remain unclear. This study addresses how message-framing effects are moderated by individual differences in considering future consequences and how such interaction effects influence persuasion through two discrete emotions–anticipated regret and anticipated anxiety. Results suggest that gain-framing was more persuasive for those who value future consequences, and such interaction exerted its effect through anticipated regret.