COMM 318 1st Edition Lecture 16 Outline of Last Lecture I. Messages & Application Outline of Current Lecture II. Emotion & PersuasionCurrent Lecture(16)Monday, January 14, yEMOTION & PERSUASIONI. Fear Appeals A. functions of emotions1. emotion—>signal—>behaviorex: happiness—>goal achievement—>continue with plan sadness—>failure—>new plan/do nothinganger—>frustration—>try harderfear—>danger—>withdraw/submitB. fear appeal1. a fear appeal is a message that outlines the negative consequences of failing to comply with a particular recommendation2. level of change is correlated with level of fear3. there is an optimal level of fear-moderate 4. LOW FEAR IS THE MOST EFFECTIVE 5. high fear produced the LEAST amount of conformity with message recommendations• low fear produced the most conformity with recommendation 6. fear control vs. danger control• fear: focusing on controlling one’s fear (emotion)• control fear instead of danger and reject the message• danger: focus on controlling the threat (threat)• accepting message recommendations and making appropriate behavioral changes• perceived threat and efficacy determine whether people engage in fear or danger control• perceived threat> perceived efficacy=fear control (there is a risk, but I cannot do anything about it)• perceived threat<perceived efficacy=danger control (there is a risk, but I can copewith it and avert the risk)II. The Extended Parallel Process Model (EPPM)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.A. explains responses to fear appealsB. components:1. threat• severity• susceptibility• some threat is necessary to motivate2. efficacy (is there something I can do?)• response efficacy (is there a response that will effectively mitigate the threat?)• self-efficacy ( can I do it?)3. appraisal • evaluation and threat of efficacy 4. fearC. conclusions1. either fear OR control processes dominate• mutually exclusive 2. threat motivates action, efficacy determines nature of the action• when the threat is low there is NO response to the message• when threat is high and efficacy is high, then people CONTROL the DANGER and protect themselves• when threat is high and efficacy is low then people CONTROL the FEAR and ignore the messageD. using EPPM to create or evaluate a fear appeal1. STEP 1: audience must perceive a sufficient level of severity and susceptibility (threat)2. STEP 2: audience’s perception of efficacy must exceed the amount of perceived threat• audience must perceive the recommended response to be effective AND must believe that they can enact the recommended response ***we need more efficacy than threat for a fear
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