▁when ▁they ▁are ▁enthus i astic ▁about ▁those ▁candidates ▁who ▁domin ate ▁the ▁political ▁field ." ▁▁ ▁More ▁generally , ▁" f ear ▁is ▁associated ▁with ▁both ▁attitude ▁and ▁behavior ▁change ." ▁ ▁However , ▁" four ▁variables ▁that ▁may ▁interact ▁to ▁influence ▁processing ▁depth ▁of ▁a ▁fear - ind uc ing ▁message : ▁( a ) ▁type ▁of ▁fear ▁( chron ic ▁vs . ▁ac ute ), ▁( b ) ▁expectation ▁of ▁a ▁message ▁containing ▁re ass uring ▁information , ▁( c ) ▁type ▁of ▁behavior ▁advoc ated ▁( e . g ., ▁disease ▁detection ▁vs . ▁health ▁promotion ), ▁and ▁( d ) ▁issue ▁familiar ity ." ▁ ▁Gu ilt ▁ ▁Gu ilt ▁is ▁the ▁em otion ▁that ▁ar ises ▁when ▁an ▁individual ▁breaks ▁an ▁internal ized ▁moral , ▁eth ical ▁or ▁religious ▁rule . ▁Gu ilt ' s ▁effect ▁on ▁persu asion ▁has ▁been ▁only ▁cursor ily ▁studied . ▁Not ▁unlike ▁fear ▁appe als , ▁the ▁literature ▁suggests ▁that ▁gu ilt ▁can ▁enh ance ▁att ain ment ▁of ▁persu as ive ▁goals ▁if ▁ev oked ▁at ▁moder ate ▁levels . ▁However , ▁messages ▁designed ▁to ▁e voke ▁high ▁levels ▁of ▁gu ilt ▁may ▁instead ▁ar ouse ▁high ▁levels ▁of ▁anger ▁that ▁may ▁imp ede ▁persu as ive ▁success . ▁ ▁An ger ▁ ▁An ger ' s ▁effect ▁on ▁persu asion ▁has ▁also ▁s eld om ▁been ▁studied . ▁A ▁couple ▁of ▁studies , ▁however , ▁" s ug gest ▁that ▁a ▁positive ▁relationship ▁exists ▁between ▁anger ▁and ▁attitude ▁change