Integrating Incidental and Integral Emotions in Non-Profit Communications: An Experiment of Blood Donation Message

Abstract

ABSTRACT Appraisal tendency framework suggests that incidental and integral emotions are capable of influencing decision making and behaviors. Such effect is subject to the interaction between incidental and integral emotions. To effectively use emotional appeal in public service announcements (PSAs) for non-profit communication, studying the interaction between the carryover and direct effects of incidental and integral emotions, respectively, is specifically informative. In particular, this study focuses on the application of pride and hope as discrete integral emotions in blood donation PSAs, as well as the interaction between two integral and incidental emotions (i.e., potential donors’ pre-existing emotions of anger and fear before viewing PSAs). Results of a 2 × 2 factorial experiment involving 313 participants suggested that the congruence in appraisal dimensions between incidental and integral emotions could lead to improved effectiveness of perceived message, strong issue advocacy, high intention for blood donation, and enhanced attitudes for non-profit organizations. Furthermore, theoretical and practical implications are discussed in this research.