From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation–consumption framework is developed for fear and guilt appeal use. An agenda for further research, outlining three research questions and four propositions, is also presented. This framework integrates the study of how emotional appeals are communicated with how they are experienced during decision-making; complementing current theorising by offering a framework for experimental testing of the delayed, longitudinal effects of social marketing campaigns. The elicitation–consumption framework aids practitioners seeking to design effective emotional appeals by encouraging an effects-based communication approach.