Anger, Efficacy, and Message Processing: A Test of the Anger Activism Model

This study tested the anger activism model (AAM), proposing that the relationship between anger, cognitions, and behavioral intentions is moderated by the intensity of the message-induced emotional experience and efficacy beliefs. The results of a 2 (anger: high, low) x 2 (efficacy: strong, weak) independent-groups experiment (N = 140) indicated that anger intensity significantly increased systematic processing (i.e., message-relevant cognitions), and, subsequently, systematic processing along with anger and efficacy beliefs were found to motivate intentions. The effect of anger intensity on behavioral intentions was partially mediated by cognitions. Overall, the data offer partial support for the AAM. These and other results are discussed along with implications, limitations, and future research directions.