COMM 2367H Lecture 8: Lecture Eight

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Lecture Eight
Functions, Fears, and Guilt
Fear Appeals
Scare people into changing attitudes and behaviors by showing them negative consequences
However, arousing fear does not always produce attitude change
Could become too scared, not scared at all, don’t take it seiously, uestion the ediility of the
Breaks the illusion of invulnerability
Invulnerability is a major barrier to fear, if it can be broken it will lead to success
Beak illusion and show that it ould e you
Extended parallel process model
Two parallel processes are happening at once: problem and solution
Problem: threat
Solution: efficacy information, information about effectiveness of the recommended action
How serious is the problem, what is the scope of the problem?
The likelihood that it will happen to you
Present a recommended action and effectiveness
Self efficacy
How they can go about doing it
Two ways to Process Fear
1. Danger control- what you want them to do, sees danger and now knows how to take action
2. Fear control- the ad is too say, I an’t wath it, fous on ontaining thei fea athe than the
problem at hand
It is not perfect
Does not provide a precise way to design the optimum fear appeal
Guilt Appeals
Guilt communications are affective only if certain conditions are met (self-efficacy, empathy)
Can backfire when recipients perceive that the speaker is applying too much pressure
Guilt: an individual notes with remorse that she failed to do what she should o ought to do
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