Social Psychology

Social Psychology

Today , it is more familiar to see the pervasiveness of emotion provoking campaign paraphernalia and health ads than before . The rise of many diverse forms of illnesses , occurrences of a variety of catastrophes and a host of other environmental incidences become platforms for persuasive communications . What do studies show regarding the issue ? What studies were made to point to the veracity of the assumption that fear-arousing messages can deliver and persuade better than otherwise ? Or is there more truth to the assumption that changes can be more effected in

the light of positive reinforcing communications ? Then , when will this kind of persuasive messaging (fear-arousing type ) be more applicable and effective ? This attempts to shed light into the role that fear plays in behavior modification in the context of persuasive communication

Survey of Significant Literature

In the work by Kroger (2005 ) on the prevention of HIV infection , an essential approach used is public education . The study contends that proper know-how and thorough dissemination is the most important part for dreaded disease prevention . There are effective and ineffective uses of fear in these campaigns . One encompassing study reveals about this specific issue in very detailed manner . Utilizing the principles of learning , Job (1988 ) explained that typically almost all health campaigns use fear to achieve their goals . In addition , in cases of teen pregnancy , both public and private arenas are being used today to reduce the high rising incidence of this continuing societal reality (Lansing 1997 . The main weapon is effective campaigns . Even in such mundane activities as hand hygiene , nothing escapes persuasive messaging using a fear provoking slant (Jenner et al , 2005 . Vast sources of literature can be amassed to demonstrate that this approach is very common typical , and prevalent in every sphere of society today

Discussion

In the promotion of public health (or in any aspect where behavior change is the objective for that matter , communication strategies are attributed to have been able to increase knowledge and responsiveness to the presence of the threat of recent infectious illnesses and recurring diseases as well as the campaign for the acceptance of suggested therapeutic procedures . In Leventhal 's study (vol .61 . no .6 ) on Fear Appeal and Persuasion : The Differentiation of a Motivational Construct the researcher has established that the use of fear in persuasion is limited in scope . There is another type which is the mild approach It was proven effective in dental cases where patients who got bombarded by frightening precautions against dental problems refrained from further consultations . On the other hand , persuasion that uses fear to effect compliance from the side of the clients is also proved convincing in many other cases . Considering these two approaches , one may conclude that although fear appeal ' might sound negative , it is nevertheless essential to the securing of positive response especially when the issue would mean certain death to those concerned . This approach is important to people who are cancer prone (people who have history of terminal disease in the family...