Comm 200 Threat Appeal Explanations

Comm 200 Threat Appeal Explanations - Threatening messages...

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Threat Appeal Explanations Each explanation attempts to explain why a highly or lowly threatening message will be more effective. None can explain all of the results. Steps in using fear appeals: 1. Use/describe a threat 2. Show that the listener is vulnerable to this threat. 3. Present a proposal for avoiding the threat. 4. Tell the listener that s/he can avoid the threat by following your proposal. Drive Explanation: Threat creates a drive to reduce it. The greater the threat, the greater the drive to reduce it. Therefore, the greater the threat, the greater the persuasiveness. Resistance Explanation: As threat decreases, the level of resistance to the message decreases. Therefore, the lower the threat, the greater the persuasiveness. Curvilinear Explanation: A high threat is too painful to process. A low threat is too mild to bother you. Therefore, a moderate level threat is most persuasive. Parallel Response Explanation:
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Unformatted text preview: Threatening messages arouse two kinds of control mechanisms: Fear Control: trying to reduce one’s fear. Danger Control: trying to reduce the threat presented in the message. When a message arouses Fear Control, lowly threatening messages are most persuasive. When a message arouses Danger Control, highly threatening messages are most persuasive. Protection Motivation Explanation: As threat increases, the motivation to protect oneself increases. Therefore, the higher the threat, the higher the persuasiveness. Threat Control Explanation: Threat arouses: Response Efficacy: receiver’s perception of how effective the speaker’s solution for avoiding the threat is. Personal Efficacy: receiver’s perception that s/he is capable of enacting the solution for avoiding the threat. The most effective threat is one that arouses both Response and Personal Efficacy. 2...
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This note was uploaded on 03/31/2010 for the course COMM 200 taught by Professor Sereno during the Spring '07 term at USC.

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Comm 200 Threat Appeal Explanations - Threatening messages...

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