Ch 10

Self-Efficacy information is relayed by statements like

"A gun safety class takes only a few hours to complete"

Susceptibility is displayed through comments like

"I've been around guns all my life. I knew gun safety. I was always careful. I never thought I could have an accident with a gun"

Response Efficacy is relayed by statements like

"If I just had a trigger lock on the gun, none of this would have happened"

Severity information is communicated by comments like

"If you get shot in the head, there is an 80 percent chance you will die. If you get shot in the body, there is a 90 percent chance you will need surgery"

Susceptibility Info

How likely is it? How likely will it scare us or will this event occur? EX: People who eat junk food put themselves at risk for a heart attack before they are 40

Severity Info

How serious the problem is EX:Eating fatty food can lead to heart disease

Illusion of Invulnerability

The belief that one is likely to experience negative life events than others -Barrier to fear appeal's success -If people don't believe or want to believe they are susceptible to danger they are unlikely to accept the persuaders advice

Example of guilt

Violating a social custom, ethical or moral principle or legal regulation

According to Perloff, which of the following is a reason that individuals become susceptive to "illusion of invulnerability"?

people don't want to believe life's misfortunes can befall them

The drive model puts a _____ on fear

premium

Basic model of guilt

replace with empathy and efficacy -guilt appeal arouses empathy so as to influence individuals to perform a particular helping behavior. -emphasize for others and to feel what others are feeling ex: children in a foreign world get you to pay something, you are aware of your next meal but these kids are not. -Basil's model stipulates that people will donate to a charitable org. ONLY if guilt is combined with efficacy.

Fear control

BAD, face a serious threat but focus inwardly on the fear rather the problem at hand. Containing the fear and keeping it at bay rather than warding off the danger -Drinking water or smoking cigs to control the fear but not thinking about the danger facing you

Efficacy Info

Contains a solution, information or ways to cope with the danger at hand- must outweigh threat -Response Efficacy -Self-Efficacy

Effective fear appeals

Convince people that they are susceptible an the solution will work

Fear appeal message succeeds in this zone

Danger control

Response Efficacy

Effectiveness of solution EX: Having a diet of XYZ to reduce the incidence of heart disease Ex: Maintaining a diet high in fruits and veggies, but low in saturated fat, can reduce the incidence of heart disease"

Fear

Internal emotional reaction physiological and physiological dimensions that may be aroused when a serious and personally relevant threat is perceived. -Unpleasant psychological state that people want to reduce

Gain-framed messages

More effective in promoting health affirming (disease prevention) behaviors. Emphasizing the positive, what one gains from compliance is persuasive EX: Regular use of sunscreen products can protect you against the suns harmful rays

Loss-framed messages

Particularly effective when individuals feel vulnerable, people focus on costs of not performing the recommended action -Negativity or serious emotional risks associated with the situation EX: Disadvantages of doing drugs impacted teenagers more than benefits of not doing drugs (gain-framed)

3 Reasons of illusion of invulnerability

1. People don't want to admit life's misfortunes can befall them 2. People maintain a stereotype of the typical victim of negative events and blithely maintain that as they do not fit the mold 3. People enjoy the pleasures of risky choices. Individuals separate their present and future self and make their future self suffer for the pleasure of the moment

Threat

-Convincing an individual that dangers are lurking in the environment -Severity info -Susceptibility info

Guilt Appeal

-Empathy and efficacy -Arouses empathy so as to induce individuals to perform a particular helping behavior -Unpleasant feeling people are motivated to reduce

Guilt

-Negative emotional response that has affective and cognitive components -Involves "ought" and "should" emotions -Occurs when individual notes with remorse that they have failed at what they ought to do or should do.

Extended Parallel Process Model (EPPM)

-Two different mechanisms by which fear appeals can influence attitudes -Most comprehensive approach to fear appeals -A process model that calls attention to ways people think and feel

Fear Appeal

-Utilizes peoples emotional nature-different reactions in people. -Persuasive communication to scare people into changing their attitudes by conjuring up negative consequences that will occur if they do not comply with the message recommendations.

Harnessing EPPM

1. Must scare a lot-fear enhances persuasion 2. Shatter illusion of invulnerability- To persuade people we must convinced bad things can happen to them 3. Discuss solutions and problems- teach as well as scare, placing people in touch with their attitude towards the issue 4. Emphasize risk of not acting. benefit of not dong so (gain vs loss) Adopting behavior=gain Not adopting behavior= loss 5. Threat/Solutions should be salient or relevant to the target audience- everyone has different fears

Three Illusions people harbor:

1. People don't think they misfortunes will come to them ex: taking med. that they dont have a prescription for 2. Stereotypes of the victim ex: may assume that the typical smoker who gets lung cancer is a thin, nervous, jittery, middle-aged man, who smokes like a chimney. 3. Separate future from now ex: individual minimizes the long-term consequences that he will endure as an adult

A fear arousing message contains two basic elements

1.Threat (problem) 2.Efficacy info (solution)

EPPM model for guilt

=empathy and efficacy (solutions) -people have to feel bad/guilty but at the same time feel like they can help/donate and doing this will reduce guilt -Guilt arouses empathy which leads to helping behavior

Self-Efficacy

Argument person can perform for a solution EX:You can change your diet, millions of people have.

Danger Control

GOOD, scares people into focusing outward on a solution and coping with the problem

After the threat, you must offer what?

a solution

What demonstrates examples of guilt

when he/she violates some social custom, ethical or moral principle, or legal regulations