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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.
- Spring '07