5 April 2010 Lecture

5 April 2010 Lecture - 5April2010Lecture 14:06...

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5 April 2010 Lecture 14:06 Media Persuasion & Fear—Lecture Topic Putting the Fear Back into Fear Appeal Fear Appeals Persuasive messages designed to scare people by describing the terrible things that will  happen to them if they do not do what the message recommends Message composed of  Threat Action to avoid threat Message measured by Content Audience reaction  Fear A negatively-valenced emotion, accompanied by a high level of arousal, and is elicited  by a threat that is perceived to be significant and personally relevant Measures of fear: 1. Physiologically heart rate, skin conductance 2. Verbal self-reports mood adjectives, ratings of concern 3. Actions facial expressions, turn away Threat -Threat is eternal stimulus variable -Perceived threat refers to internal cognition about threat  Threat perceived threat perceived severity                           perceived susceptibility
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Efficacy
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