|dc.description.abstract||Some researchers believe that affective experiences on interactive media are
different than in traditional media or in real life. This study ‘s objective is to
explain emotion elicitation in interactive media by applying appraisal theories.
One of the main contributions of appraisal theories to the study of emotions
is their capacity to forecast which discrete emotion will be elicited by an event.
The prediction of emotion elicitation is based on a relatively small number of
appraisal dimensions that an individual makes about an event.
Two dimensions from appraisal theories (control, who controls the event, and
agency, who caused the event) were extracted for this study to explore how
combinations of control and agency generate discrete emotions during an
interaction with an ad that results in a negative outcome. The expected emotions
to be found in the study were regret (low control/self), guilt (high control /self),
dislike (low control/other), and anger (high control/other).
Appraisal theory assumes that every discrete emotion has different effects on
motivation, attitudes and behavior. In this study, the distinct nature of the
relationship between emotion and these constructs were hypothesized for each
The hypotheses were tested in a 2 (high/low control) x 2 (self/other agency) x
2 (high/low involvement) factorial design. The results indicate that the
experimental combination of control, operationalized as control of the
information flow of an interactive ad, and agency, operationalized as who
caused the selection of the interactive ad, elicited higher levels of dislike and
regret in the expected conditions. Anger and guilt were not statistically different
across the conditions of the study.
The effects of the discrete emotions described by structural equation
modeling were, as expected, diverse. In the structural equation model developed
for guilt, this emotion linked significantly and positively with attitudes toward
the ad exclusively in the low involvement condition. The dislike model
indicated a significant and negative relationship between this emotion and
cognitions and attitudes toward the ad. The model for anger suggested that this
emotion had a significant and negative relationship with cognitions about the
ad. Finally, regret had no effect on the model’s attitudinal, cognitive or