Motivational and normative approaches 2.27

Motivational and normative approaches 2.27 - Motivational...

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Motivational and Normative approaches – 2.27.08 Parallel Response Model (Leventhal) - Danger Control - Calmly assess and situation and determine what you can do to make it go away (cognitive) - Fear Response – Emotional Response – Cope with the fear, make it go away Protection Motivation Theory (Rogers, 1993) - SEE SLIDE Witte’s Extended Parallel Process Model - SEE SLIDE (Self Efficacy: If you feel capable of doing the behavior) (Response Efficacy: Whether you think the behavior actually works) (Susceptibility: Whether you think you are at risk) (Severity: How bad you think it will be if you refuse behavior) - Combo of Parallel Response Model and Protection Motivation theory - Stages: o Appraise Threat o If high, then look at efficacy o If both are high, then danger control process o If threat high, efficacy low, then fear control - Benefits: Overcame shortcomings of previous theories o Parallel Response Didn’t say what would lead to a person to engage in fear or danger o Protection Motivation: Entirely cognitive; fear marginalized Does not discuss message rejection Fear Appeals (Motivational Appeals) - Relationship between fear and persuasion is linear (as you increase fear, persuasion increases as well)
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This note was uploaded on 04/13/2008 for the course COM 475 taught by Professor Kyleandrews during the Spring '08 term at Michigan State University.

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Motivational and normative approaches 2.27 - Motivational...

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