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Unformatted text preview: efficacy and personal efficacy. Response efficacy refers to the receiver’s perception of how the recommendation in the message will actually reduce the threat. Personal efficacy refers to whether the receiver is capable of implementing the solutions. The grater the threat in the message, the grater the amount of attitude of behavior change. The Drive Explanation Persuasive messages arousing fear produce a stage of drive –a state of strive the listeners finds unpleasant. The state of drives motivates the listener to reduce the threat in the message, 1 Fear Based Appeals thereby changing their attitudes and/or behavior. The more fear in a message, the more attitude or behavior change The Resistance Explanation As perceived fear in a message decreases, individuals attitudes and/or behaviors move closer to those recommended in the message. Receivers resist high threat message but embrace low threat messages. Low fear messages are preferred. 2...
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This note was uploaded on 03/28/2009 for the course COMM 200 taught by Professor Sereno during the Fall '07 term at USC.
- Fall '07