Test 2 Flashcards
(31 cards)
Define one sided message?
You want someone to do something and you tell them why
Define two-sided message?
Both positive and negative argument doing something
Define two sided message plus rebuttal?
Strong positive than minor negative with refute containing counter facts with a resolution and overall conclusion advocating for original premise 
What is the best way to design a two sided message plus rebuttal?
A strong positive with a minor negative with refute containing counter facts with resolution and overall conclusion advocating for original argument or premise
why is two sided message plus rebuttal the most effective message strategy?
It induces the audience to pay more attention and process information more and leads them away from personal motives of the sender and to the attribute of the message/product. Providing weak critical information reduces counter arguments and triggers social norm that can lead to examination of both sides of the argument
what are the four different ways of explaining two sided message plus rebuttal are effective ?
1) Attribution Theory
Motive of sender comes into play
2) Arousal Theory
Giving contrasting view is novel and sparks curiosity
3) Inoculation Theory
Including critical claims reduces counter arguments of peripheral thinkers may have been their argument
4) Reciprocity
Including both sides triggers social norm. Motivate audiences to examine both sides of argument
define fear appeal?
Messages that emphasize the potential danger and harm that will befall people if they do not adopt the messages’ recommendations
What is the difference between low and high perceived severity of the fear appeal?
The levels of perceived severity
Perceived Severity: Beliefs about the significance or magnitude of the threat
Low: messages communicate manageable consequences
Exp: If detected early it can be cured unlike lung where 90% die
High: message communicates consequences of not taking action
Example: breast cancer is a serious disease of which many women die contrary to uterus cancer where 90% recover
What is the difference between low and high perceived susceptibility of the fear appeal?
Perceived susceptibility: belief about one’s risk of experiencing the threat
What is an example of the difference between low and high perceived susceptibility of the fear appeal?
Low: messages do not personalize the risk
Example: one and 14 women get breast cancer during their life
High: Personalize risk
Example: every woman may get breast cancer. You run that risk.
Do medium and strong, fear, appeals work equally in terms of persuasion?
No The most effective fear message is high fear severity and high susceptibility shape intentions
combined with messages to increase targets perceived self efficacy
Fear followed by relief, increases compliance, and susceptibility to request
Define the concept of reactants and explain how it applies to fear appeals
Reactance is a message that inadvertently threatens the freedom of a target audience.
• makes angry
• Counter argues against persuader
People attempt to restore their freedom by adopting the opposite view
What are two factors that shape the effectiveness of fear appeals?
Congruence
Perceived self efficacy 
In general are humorous persuasion, appeals effective?
Yes
Humor appeal, significantly increase knowledge of a behavior, product, positive attitudes, and behavioral and purchasing intentions towards them
compared to non-humorous messages what type of affects do humorous messages have?
Positive
How much humor is optimal for persuasion?
Low medium or high
Moderate amounts of humor are optimal
Define the moderator of humor, relatedness?
The degree to which the humor relates to the persuasive messages conclusion
The higher, the knowledge of product, the more persuasive of the message
Unrelated humor tends to distract confuse
What are the benefits of high humor, relatedness, and the disadvantage of humor that is irrelevant or has zero humor relatedness?
Involvement, how involved is the viewer with the persuasive message like how relevant or how important is it to them?
Example: add for a stove top. If you don’t have a stove in the dorm room is not relevant.
High humor requires high relatedness
Example Dunkin’ Donuts commercial room relatedness might not matter
How is the moderator of involvement related to humor relatedness?

What persuasion topics do humor appeals work best and worst for?
Education and commercial advertising
Not well with health or politics
What type of humor works best and worst?
Humor style works best when it’s a director clear
Example like a parody
May not work for ambiguous humor, like irony or satire
Ultimately, how does humor work to persuade?
What are the mechanisms by which humor works?
(e.g humor, achieves what which then achieves what)?
What are fear appeals?
Messages that emphasize the potential danger and harm that will befall people if they do not adopt the messages’ recommendations
What are the two essential components of fear appeals?
- Action component (what behavior?)
- Threat/fear component
