Information campaigns handout

Question 1

What are factors that inhibit success of information campaigns?(5)

Answer 1

1. low communicator credibility. Low credibility communications are poor persuaders.
2. Lack of perceived behavioural control. Audiences who don’t believe they can control the behaviour in question re unlikely to act on the advice given in a persuasive message
3. Illusion of invulnerability: audiences who believe they will some how be protected from life’s misfortunes are unlikely to listen to a persuasive appeal.
4. Targeting well learned habits: behaviours carried out without much conscious control re difficult to monitor and change
5. Audience avoidance of contrary messages. Audiences tend to avoid information that doesn’t agree with their own beliefs and values.

Question 2

What are factors that promote success of information campaigns?(4)

Answer 2

1. Monopolization: A message is more likely to succeed if few contrary viewpoints are expressed.
2. Canalization: A message is more likely to succeed if it can channel the audience’s existing attitudes and behaviour in different but similar direction.
3. Supplementation: A message is more likely to succeed when it is reinforced by similar messages
4. High personal involvement: A message is more likely to succeed if it is associated with the audiences own self beliefs and values