COMM 318 1st Lecture Lecture 9Outline of Last Lecture I. Exam #1Outline of Current Lecture II. Risk & PersuasionCurrent LectureRISK & PERSUASIONI. Risk Perception Attitude (RPA)A. framework/background1. a theory specifically about perceptions of, and responses to, health-related risks2. assumes that, in some instances, risk can motivate self-protective health behavior3. understanding attitudes about risk can help• more accurately predict systematic responses to risk• segment groups based in their risk perceptions and create more effective health campaigns 4. two dimensions of perceived risk• severity• perceptions of the noxiousness of a threat• “how bad will it be if it does happen?”• susceptibility• perception of the degree to which a threat is likely to occur• “how likely is the threat?”5. two dimensions of perceived efficacy• self efficacy• perceptions of one’s ability to cope with or prevent the threat• “can I mitigate or prevent the threat?”• response efficacy• perceptions of the effectiveness of strategies designed to cope with or prevent the threat• “will the strategies recommend to mitigate or prevent the threat work?”6. risk• susceptibility: how likely am I to develop skin cancer?• severity: how bad would it be if I developed skin cancer?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.7. efficacy• self efficacy: can I prevent skin cancer?• response efficacy: are there effective strategies for preventing skin cancer? (e.g. sunscreen)8. RPA framework matrix High Efficacy Low EfficacyHigh Risk Responsive Attitude Avoidance AttitudeLow Risk Proactive Attitude Indifferent Attitude1. Responsive Attitude (the people who take action)• high risk and high efficacy perceptions• are aware of risk status and believe they have the skills to avert the threat• group MOST motivated to enact self-protective health behaviorex: are aware that they are at risk of developing skin cancer and feel confident about taking action to prevent or reduce the risk2. Avoidance Attitude (something bad can happen but I cannot prevent it)• high risk and low efficacy perceptions• conflicting motivation• concerned about risk, but feel unable to cope with itex: are aware that they are at risk of developing skin cancer, but do not feel like they can prevent it 3. Proactive Attitude (take action; just in case)(engage in behaviors but aren’t at risk)• low risk and high efficacy perceptions• not motivated by risk; however, may take action because they believe that a behavior may be preventative ex: do not perceive themselves to be at risk for skin cancer, but wear sunscreen because they think it will prevent cancer4. Indifferent Attitude (least motivated to participate in protective behavior)• low risk and efficacy perceptions• feel that they are not at risk and feel unable to cope with the threat• group least motivated to enact self-protective behaviorex: are not aware that they are at risk of developing skin cancer, and don’ tfeel they can do anything about it9. provides a strategy for audience segmentation and message targetingSTEP 1: segment audience based on risk perception attitudeSTEP 2: target a message to best address each group’s risk perception attitude1. responsive attitude• group is ready to act (or already acting)• reinforce or provide opportunities to avert the risk 2. avoidant attitude• provide information to increase efficacy perceptions3. proactive attitude• make aware of risk• need to feel more risk in order to feel they need to take action4. indifferent attitude• make aware of both risk and efficacy***RPA IS NOT THE OPTOMISTIC BIAS***II. Optimistic BiasA. compared to the other UA students how likely are you to have the following problems during your lifetime?B. we have the belief that we are more healthy than others and less likely to develop negative health consequences***everyone has this idea that they are less at risk than their peers*** A. focuses on perceptions of relative riskB. people perceive themselves to be less susceptible to a health threat than others1. people, in general, believe that their susceptibility to a health problem is below average2. most optimistic bias occurs for behaviors that are perceived to be controllable ***optimistic bias is one possible explanation why people do not take steps to engagein preventative health behaviors***C. one possible explanation for the optimistic bias:1. egocentrism • people believe that their self protective actions are more extensive or effectivethan the actions taken by