When does coactivity actually mean coactive? Applying the LC4MP to the processing of "poignant" messages.

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    • Abstract:
      The article focuses on use of limited capacity model of motivated mediated message processing (LC4MP) in media messages. The model has been used to determine how emotional experience, cognition and motivational activation vary as function of emotional content in messages. It highlights that negative messages increase aversive activation and positive messages result in increase in appetitive activation.