COMM 318: COMM 318
29 Cards in this Set
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3 types of guilt
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1. Reactive
2. Anticipatory
3. Existential
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Reactive guilt
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Response to an overt act of violating one's internalized standards of acceptable behavior
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Anticipatory guilt
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experienced as one contemplates a potential violation of internal standards
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Existential guilt
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A result of the awareness of a discrepancy between one's well being and the well being of others
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What constitutes effective guilt appeal?
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1. Arouse guilt by pointing out a violation (or potential violation
2. Show that retributions may be made through adopting an attitude or behavior
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Function of guilt
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1. Motivates relationship-enhancing patterns
1. Redistributes emotional distress within the dyad
3. Operates as an interpersonal influence technique
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Fear appeal
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A message that outlines the negative consequences of failing to comply with a particular recommendation
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Physical attractiveness
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Attractiveness is especially persuasive in unimportant situations
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Optimistic bias
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One possible explanation why people do not take steps to engage in preventative health behaviors
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One possible explanation of optimistic bias: Egocentrism
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People believe that their self protective actions are more extensive or effective than the actions taken by others
Ex) assuming that you eat more healthily than others
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RPA: Assumes that, in some instances, risk can motivate self-protective health behavior
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motivate
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RPA: Understanding attitudes about risk can help:
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1. More accurately predict systematic responses to risk
2. Segment groups based on their risk perceptions and create more effective health campaigns
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Powerless language
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1. Hedges- "sort of" "Kinda"
2. Hesitations- "Uh" "Well"
3. Intensifiers- "Really" "Very"
4. Polite forms- "If you don't mind"
5. Tag questions- "don't you think" "Don't you agree"
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Narrative language
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Story or anecdote of a single individual's experience
1. involving
2. listeners suspend counterarguments
3. facilitates identification with source
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Statistical language
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Numerical information
1. represents info from a # of individuals
2. can be disseminated quickly
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Guilt vs. Shame
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Guilt- occurs in response to external events
Shame- occurs in response to internal events
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Definition of Guilt
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The dysphoric (bad) feeling associated with the recognition that one has violated a personally relevant social or moral standard
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RPA Framework
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Risk perception attitude- Theory about perceptions & responses to health related risks
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Situational factors involved in persuasion
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1. Uncertainty: social proof
2. Look to others to see what they do
3. Distraction effect- more easily persuaded
4. Receiver factors- sex differences, involvement
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One-sided messages
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Contains only supporting arguments
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Two-sided (non-refutational) message
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Address supporting arguments while acknowledging (but not refuting) opposing viewpoints
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Two-sided (refutational) messages
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Not only recognize opposing viewpoints, but also refute them
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RPA: 2 dimensions of perceived risk
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1. susceptibilty-perception of the degree to which
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RPA: two dimensions of perceived risk
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susceptibility
severity
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susceptibility
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how likely is this to happen?
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severity
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how bad would it be if it does happen?
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RPA: two dimensions of efficacy
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self
response
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self
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can i mitigate the threat?
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response
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will the strategies work?
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COMM 318: COMM 318