C1 (Theories Of Persuasion): The Fear Arousal Theory Of Persuasion

Question 1

The Fear Arousal Theory of Persuasion

Answer 1

Developed By: Irving Janis and Seymour Feshbach (1953).

Theory Concept: Persuasive messages that induce fear can lead to changes in attitudes and behaviors.

Mechanism: Fear acts as a motivator for individuals to change their behavior to avoid a feared negative outcome.

Question 2

Fear-Behavior Relationship

Answer 2

Common Misconception: More fear = more behavior change (linear relationship).

Actual Relationship: Curvilinear, not linear, as shown by Janis and Feshbach.

                Low Fear: Ineffective.
                Moderate Fear: Most effective.
                High Fear: Can backfire.

Question 3

Low Fear

Answer 3

• Effect on Behavior: No significant change.
• Arousal level is too low, insufficient to motivate a behavioral response.

Question 4

Moderate Fear

Answer 4

• Effect on Behavior: Likely to result in behavior change.
  -Produces enough discomfort to drive the recipient towards behavior change to alleviate the discomfort.

Question 5

High Fear

Answer 5

Effect on Behavior: Often counterproductive.

Reason: Causes overwhelming arousal, leading the individual to use denial or avoidance rather than changing behavior.

                             Example: An anti-drunk   driving ad showing graphic images might         lead the viewer to think, "This isn’t about    me," thus avoiding the intended message.

Question 6

Denial as a Coping Strategy

Answer 6

Definition: A defense mechanism where individuals minimize or deny the severity of the threat.

Effect: Reduces fear but does not lead to behavior change.

Negative Reinforcement: Denial reduces the fear (unpleasant state), providing a short-term sense of relief.

Question 7

Predicting Behavioral Change (Using Smoking as an Example)

Answer 7

1️⃣ Step 1: Create a moderately fear-inducing message (e.g., an ad showing health risks like lung cancer).
2️⃣ Step 2: Make the consequences relatable, emphasizing the personal risk.
Goal: The recipient understands their vulnerability to the dangers shown.
3️⃣ Step 3: Suggest a practical behavior change to alleviate fear (e.g., using nicotine patches to quit smoking).

Question 8

Evaluation - Support for Effectiveness

Answer 8

Strength: Evidence supports that fear can be an effective motivator.
Example:
Study: Dabbs and Leventhal (1966) on vaccination behavior.
Findings: Fear-arousing messages increased the likelihood of getting vaccinated.
General Application: Fear-based messages have been effective in areas like safe driving, dental hygiene, and smoking cessation.
Conclusion: Fear arousal can effectively encourage healthier behaviors.

Question 9

Evaluation - Internal Validity (weakness)

Answer 9

Weakness: Not always clear if fear-arousing messages actually induce fear.
Complexity:
Recipients may feel other emotions (e.g., disgust, anger, sadness).
Difficulty in measuring genuine fear responses in research.
Impact on Effectiveness: Behavior change could be influenced by factors other than fear, raising questions about the internal validity of fear-based campaigns.