Persuasion Exam Two - Threat and Fear Appeal

Threat/fear appeal structure

Made up of TWO components: 1. Threat component: physical/social harm -- severity -- probability/susceptibility 2. Action component: recommendation (sometimes implicit) -- response efficacy -- self efficacy

threat appeal

a message induced emotion; appeal to a message's CONTENT; outlines the negative consequences of failing to comply with the claim. -- problem + solution

fear appeal

a message induced emotion; appeal to a message's EFFECT; focuses on the arousal of fear as the basis for persuasion. --designed to invoke fear and use fear as the basis for persuasion.

self efficacy

element of the action component of threat/fear appeal structure; given that the message is good, one's OWN ability to perform the behavior -- ex. if you are a smoker and you can't quit no matter what, then you have LOW ___.

response efficacy

element of the action component of threat/fear appeal structure; the effectiveness of reducing/prescribing the threat. -- ex. anti-smoking: "If you smoke you will get cancer" ==> if you believe the message and you stop smoking, then you have HIGH ___.

susceptibility

element of the threat component of threat/fear appeal structure; how likely those consequences will happen to you personally

severity

element of the threat component of threat/fear appeal structure; magnitude of the consequence.

Janis and Feshbach Study

study conducted in 1953; developed the "Drive Theory". -- Fear is a drive: two processes (1) anxiety management and (2) persuasion --- When fear is LOW to MODERATE ==> alter the individual to pay more attention to the message --> POSITIVE association between fear and persuasion --- When fear is HIGH-LEVEL ==> people turn away from the message (so they miss the point) --> overwhelming anxiety negatively impacts persuasion CONCLUSION: Negative relationship between fear and persuasion

Rogers and Prentice-Dunn

study conducted in 1997; additive element to threat/fear appeal ADD: 1. threat = severity + susceptibility (rewards) 2. coping = self-efficacy + response efficacy (costs)

Protection Motivation Theory

theory that build upon the Health Belief Model because it uses 3 out of the 5 components of it. --takes the central components of HBM and places them in the context of FEAR APPRAISALS. --assumes 4 major cognitive concepts that lead to protection motivation Steps: 1. Perceived severity 2. Perceived susceptibility --> these make THREAT APPRAISAL 3. Self efficacy 4. response efficacy --> these make COPING APPRAISAL

Extended Parallel Process Model

this is the latest fear appeal model; developed by Witte in 1994. -- it demonstrates the importance of both threat and efficacy information. --SEQUENTIAL MODEL: the difference between this theory and Protection Motivation Theory ---> explains when fear appraisals don't work well and when they may backfire; when individuals perceive the threat to be severe and likely to happen, their efficacy beliefs will determine their behavior against the threat. Types of Appeals: 1. Low threat perception 2. High threat perception Process: Fear Appeal --> Threat appraisal--> (low) no effect; (high) coping appraisal --> (low) defense motivation - FEAR CONTROL; (high) protection motivation DANGER CONTROL