Guilt versus Shame: Coping, Fluency, and Framing in the Effectiveness of Responsible Drinking Messages

This article presents three studies on how the negative emotions of guilt and shame differentially influence the effectiveness of health messages framed as gains or losses. Guilt appeals are more effective when paired with gain frames, whereas shame appeals are more effective when paired with loss frames. These framing effects occur because gain frames facilitate the use of problem-focused coping strategies favored by guilt, whereas loss frames facilitate the use of emotion-focused coping strategies favored by shame. Frames that fit with the emotion facilitate the activation of coping strategies consistent with that emotion and consequently lead to greater fluency and message effectiveness. These effects manifest on intentions to binge drink and time spent viewing alcohol advertising.