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Self-Accountability Emotions and Fear Appeals: Motivating Behavior

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  • Kirsten Passyn
  • Mita Sujan

Abstract

We examine the role of high self-accountability emotions in enhancing compliance with fear appeals. In two field experiments, we find that relative to straight fear appeals (negative) or adding hope (positive), which ascribes low accountability to the self, action-facilitative coping, intentions, and behaviors (using sunscreen, eating high fiber foods) are enhanced by adding guilt, regret (both negative), or challenge (positive), all of which induce feelings of high self-accountability. In addition, we find that cold perceptions of high accountability are necessary but insufficient to influence actual behaviors and that the corresponding emotion is an essential driver of behaviors. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Kirsten Passyn & Mita Sujan, 2006. "Self-Accountability Emotions and Fear Appeals: Motivating Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 583-589, March.
    • Handle: RePEc:oup:jconrs:v:32:y:2006:i:4:p:583-589
    DOI: 10.1086/500488
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    Cited by:

    1. Back, Camila & Morana, Stefan & Spann, Martin, 2021. "Do Robo-Advisors Make Us Better Investors?," Rationality and Competition Discussion Paper Series 276, CRC TRR 190 Rationality and Competition.
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    3. Amit Dhiman & Arindam Sen & Priyank Bhardwaj, 2018. "Effect of Self-Accountability on Self-Regulatory Behaviour: A Quasi-Experiment," Journal of Business Ethics, Springer, vol. 148(1), pages 79-97, March.
    4. repec:cup:judgdm:v:10:y:2015:i:6:p:597-604 is not listed on IDEAS
    5. Orazi, Davide C. & Johnston, Allen C., 2020. "Running field experiments using Facebook split test," Journal of Business Research, Elsevier, vol. 118(C), pages 189-198.
    6. Ioannis Kareklas & Darrel D. Muehling, 2014. "Addressing the Texting and Driving Epidemic: Mortality Salience Priming Effects on Attitudes and Behavioral Intentions," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(2), pages 223-250, June.
    7. Andersch, Henrike & Arnold, Christian & Seemann, Ann-Kathrin & Lindenmeier, Jörg, 2019. "Understanding ethical purchasing behavior: Validation of an enhanced stage model of ethical behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 50-59.
    8. Bandyopadhyay, Argho & Septianto, Felix & Nallaperuma, Kaushalya, 2021. "How scolding can encourage consumer engagement with plastic waste issue? The moderating role of consumers’ mindset," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    9. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.
    10. Silvia Riva & Via A.Di Rudinì & Alessandra Gorini & Ilaria Cutica & Ketti Mazzocco & Gabriella Pravettoni, 2015. "Translation, cross-cultural adaptation, and reliability, of the Italian version of the Passive Risk Taking (PRT) Scale," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 10(6), pages 597-604, November.
    11. de Vries, Marlies & Blomme, Rob & De Loo, Ivo, 2022. "Part of the herd or black sheep? An exploration of trainee accountants’ suffering and modes of adaptation," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 83(C).
    12. Teal, Renee & Roberts, Michele & Harrigan, Paul & Clarkson, Jo & Rosenberg, Michael, 2020. "Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports," Sport Management Review, Elsevier, vol. 23(2), pages 183-199.
    13. Yuhuan Xia & Yubo Liu & Changlin Han & Yang Gao & Yuanyuan Lan, 2022. "How Does Environmentally Specific Servant Leadership Fuel Employees’ Low-Carbon Behavior? The Role of Environmental Self-Accountability and Power Distance Orientation," IJERPH, MDPI, vol. 19(5), pages 1-17, March.
    14. Casenave, Eric & Klarmann, Martin, 2020. "The accountability paradox: How holding marketers accountable hinders alignment with short-term marketing goals," Journal of Business Research, Elsevier, vol. 112(C), pages 95-108.
    15. Schlosser, Ann E., 2018. "What are my chances? An imagery versus discursive processing approach to understanding ratio-bias effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 144(C), pages 112-124.
    16. Eman Wadie Abdel Halim, 2020. "Evaluating the Effectiveness of Negative Appeals Used in Emotional Marketing in Relation to Smoking Phenomenon in Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(4), pages 160-160, March.
    17. Hassan, Louise M. & Shiu, Edward, 2015. "The moderating role of national cultural values in smoking cessation," Journal of Business Research, Elsevier, vol. 68(10), pages 2173-2180.

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