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A separate group of subjects scaled 55 messages with regard to pleasantness for a potential recipient (N = 53), desire to communicate (N = 55), obligation to communication (N = 57), and the probability with which they would communicate each (N = 56). These ratings were used to test the hypothesis that message transmission is a function of felt obligation and desire to transmit, and that felt desire and obligation to transmit, in turn, are functions (linear for desire; U-shaped for obligation) of message pleasantness for the recipient. Results indicated that transmission is a function of felt desire and obligation over all levels of message pleasantness (r=. 97; p <.001); that the determinants of obligation and desire are qualitatively different for good news versus bad news messages, i.e., message pleasantness can account for desire (r=.85; p <.01) and obligation (r=.75; p <.01) among good news messages, but neither message pleasantness nor other inferred relevant parameters of messages, namely locus of cause of message, urgency of message, or ability to empathize with the recipient, could account for desire and obligation among bad news messages. Finally, greater variability was found for bad news messages than good news messages on rated probability of transmitting, felt obligation, and desire to transmit. This greater variability suggested greater norm ambiguity with respect to the handling of bad news than of good news messages.
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