Prior research provides inconsistent results for the effectiveness of emotions to foster healthful behaviors. Seeking to add clarity to the findings in this area, the current research examines the effects of specific emotions (sadness vs. embarrassment) on healthy behavioral intentions and the moderating role of construal level. Across four experimental studies, this research shows that specific emotions (sadness vs. embarrassment) differ on agency appraisals (Pilot Study) and affect consumers’ intentions regarding dieting (Study 1), effort(s) to quit smoking (Study 2), and physical activity (Study 3). Consistent with our theorizing, findings reveal that sadness (vs. embarrassment) increases consumers’ healthy behavioral intentions, driven by agency appraisals. Furthermore, construal level moderates the effects since abstract (vs. concrete) construal fosters more healthful behaviors when consumers feel embarrassed (vs. sad). Finally, this research makes important theoretical and practical contributions to the research on emotions, construal level, and health communication.

先前的研究对于情绪对促进健康行为的有效性提供了不一致的结果。为了使这一领域的发现更加清晰，当前的研究检验了特定情绪（悲伤与尴尬）对健康的行为意图的影响以及解释水平的调节作用。在四项实验研究中，这项研究表明，不同的情绪（悲伤与尴尬）在机构评估中（先导研究）有所不同，并且会影响消费者的节食意图（研究1），戒烟努力（研究2）以及身体活动（研究3）。与我们的理论一致，研究结果表明，在代理商评估的推动下，悲伤（相对于尴尬）会增加消费者的健康行为意图。此外，解释级别减轻了自抽象以来的影响。消费者感到尴尬时（相对于悲伤时），construal会培养出更健康的行为。最后，这项研究为情绪，解释水平和健康沟通的研究做出了重要的理论和实践贡献。