Message Factors: Threat Flashcards
1
Q
What is threat appeal?
A
Appeals made to encourage behaviors designed to protect against a threat.
2
Q
Describe the two parts of threat appeal?
A
- threat component- description of the threat and its consequences
- recommendation component- the recommended action to cope/ protect against the threat
3
Q
What is protection motivation theory (PMT)? Identify two processes underlying protection motivation.
A
- Protection motivation theory describes the motivation to adopt protective behaviors in face of possible threats.
- Influenced by threat appraisal and coping appraisal
4
Q
What is threat appraisal? Identify two factors that influence it.
A
- threat appraisal is the assessment of the threat
- Influenced by perceived threat severity and perceived vulnerability to threat
- perceived threat severity- the judgment of the severity of the threat
- perceived threat vulnerability- perception of how likely threat will happen to them
5
Q
What is coping appraisal? Identify two factors that influence it.
A
- coping appraisal is the assessment of the advocated position
- Influenced by the perceived response efficacy and perceived self efficacy
- perceived response efficacy- if the recommended action is effective in dealing with the problem/ threat
- perceived self-efficacy- one’s ability to perform recommended action
6
Q
Explain how PMT can be adapted to persuade an audience. Can messages be constructed to influence PMT variables?
A
- There can be different focuses for persuasive messages, so you’ll have to focus on certain components of PMT.
- If you know your audience understands that vaccines are important to prevent death, they have a significant threat appraisal. But, they don’t know where and how to get a vaccine- so you’d focus on suggesting how to get a vaccine and coping appraisal.
- all four factors of PMT can be influenced by persuasive messages
- messages can vary in how much fear or anxiety they arouse, differ in how they influence persuasion
