COMM 2367H Lecture 8: Lecture Eight

• School: Ohio State University
• Department: Communication
• Course: COMM 2367H
• Professor: Bethany Barker

Document Summary

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(cid:396)iously, (cid:395)uestion the (cid:272)(cid:396)edi(cid:271)ility of the speaker. B(cid:396)eak illusion and show that (cid:862)it (cid:272)ould (cid:271)e you(cid:863) Invulnerability is a major barrier to fear, if it can be broken it will lead to success. Two parallel processes are happening at once: problem and solution. Solution: efficacy information, information about effectiveness of the recommended action. The likelihood that it will happen to you. Danger control- what you want them to do, sees danger and now knows how to take action. Fear control- the ad is too s(cid:272)a(cid:396)y, i (cid:272)an"t wat(cid:272)h it, fo(cid:272)us on (cid:272)ontaining thei(cid:396) fea(cid:396) (cid:396)athe(cid:396) than the problem at hand. Does not provide a precise way to design the optimum fear appeal. Guilt communications are affective only if certain conditions are met (self-efficacy, empathy)