 O’Keefe (1997) found that messages
explicitly articulating an overall conclusion
are more persuasive than those that omit a
conclusion
 Making the conclusion explicit minimizes the
chances that individuals will be confused
about where the communicator stands. It also
helps people comprehend the message.
 Faster speech suggest that the communicator
is credible, knowledgeable, intelligent, and
confident.
 Slower pace brings calm and reassurance
o Uh…, Well, you know…
o Sort of…, Kinda…, I guess….
o I’m no expert, of course, but…
o Vivid, specific, graphic language
Obama’s speech on victory
http://www.youtube.com/watch?v=otA7tjinFX4&feature=fvst
 Fear appeal is a persuasive communication that tries to
scare people into changing their attitudes by conjuring
up negative consequences that will occur if they do not
comply with the message recommendations
 Fear appeal message contains two information:
threat & efficacy information
(problem & solution)
1. SEVERITY (seriousness or magnitude of the threat)
Consumption of junk food can lead to heart disease
2. SUSCEPTIBILITY (likelihood that the threatening outcome
will occur)
People who eat junk food have 80% higher chance of having a
heart disease
3. RESPONSE EFFICACY (effectiveness of the recommendation)
Healthy diet decrease the chance of heart disease.
4. SELF-EFFICACY (arguments that the individual is able to
perform the recommended action)
You can change your diet. Millions have!
Danger control Fear control
Perceived efficacy =
response efficacy x self-efficacy
Perceived threat =
severity x susceptibility><
When people perceive
that they are able of
averting the threat by
undertaking
recommended action
When people focus on
the fear rather than
the problem. They try
to deal with the fear.
1. Scare the heck out of recipients
High fear appeals are more effective than low-fear appeals
2. Provide solutions
After you scare someone, tell them explicitly how to prevent it
3. Emphasize costs of not taking the action, as well
as benefits of undertaking the action
People are more motivated by the threat of losing than by the
chance of gaining
4. Threats and recommendations should be
relevant to the target group
Message has to be targeted. Anti-obesity campaign should
have different message when focused on children and on adults.
*BOOMERANG
EFFECT
fear
change
* Boomerang effect is a general term describing the situation when we
make too strong attempt to change prospect’s attitude and the prospect
will end up with even stronger attitude of the original valence.