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Exploring the Sequencing Effects of Fear-Hope Appeals on Promoting MMR Vaccination.

Building upon recent theoretical perspectives on emotional flow and the dynamic nature of fear appeals specifically, this study examined the sequencing effects of the emotions (i.e., fear and hope) induced from a fear appeal on persuasion in the context of MMR vaccination. Specifically, an experiment (N = 386) with 2 video messages was conducted that manipulated the sequence in which participants experienced fear and hope, resulting in a fear → hope appeal and a hope → fear appeal. The findings show that the fear → hope appeal was more effective in increasing activism intentions than the hope → fear appeal. Fear and hope at different time points served as mediators for this effect. In addition, issue relevance was a moderator for this effect such that the fear → hope appeal was more effective only among those perceiving the issue as highly relevant. Discussions and implications are provided.