Fear Appeals Persuasive Health Message Framework Kim Witte

Fear Appeals Persuasive Health Message Framework

Kim Witte, The Persuasive Health Message Framework n Framework = Combine parts of successful theories into a single framework. A framework differs from a theory in that it does not attempt to explain human behavior, it simply outlines what one should do to develop the most effective and persuasive campaigns.

PHM n combines elements from: – theory of reasoned action (Fishbein & Azjen, 1975) – elaboration likelihood model (Petty & Cacioppo, 1986) – protection motivation theory (Rogers, 1983)

PHM elements n Threat message – Perceived risk § Audience must feel susceptible to threat – Perceived severeity § Audience must perceive threat as severe (BUT, must not overpower efficacy or will create backlash of fear, defense) n Efficacy message – Self-efficacy § Self-confidence in one’s own ability to carry out behavior – Response-effiacy § Belief in the recommended response’s effectiveness

Message Cues n peripheral cues (credibility/attractiveness of source) – peripheral processing happens when people are uninvolved with the topic or message; used to catch attention n central cues (arguments in content) – central processing occurs when topic is relevant and seen as important; used after attention is gotten n message variables (source and appeal) – most message variables tend to be processed peripherally

Targeting to Audience n Audience profile – – it is important that message fit audience’s demographic, psychographic, cultural beliefs and values, etc. n Salient beliefs – beliefs about the threat and efficacy of recommended response n Salient referents – beliefs about what is important to others, what others believe about the threat, and how important those others’ views are to the target individual n Culture and environment preferences – demographic, psychographics; potential logistical barriers; media channel preferences; etc.

Theory of Reasoned Action n Fishbein & Azjen: – to change behavior you must change underlying salient beliefs, identify which salient beliefs counter the recommended behavior, and determine and address salient referents/social norms – then design message.

Using PHM n Three-step process: 1. Determine information about threat and efficacy 2. Develop audience profile 3. Construct persuasive message

Step 1 n Determining info about threat and efficacy – – – determine salient beliefs and salient referents specify behavioral goal (recommended response) clearly identify target audience (original research or lit review, see tables 8. 1 -2; see Appendix for sample survey for salient beliefs). – Barriers to self-efficacy are especially important to determine and must be addressed in the message.

Step 2 n Audience profile is developed – – assess audience cultural and environmental information to develop cues – use census records, survey research, interviews – channel, message and source preferences must be identified.

Step 3 n Persuasive message is constructed – – must fit with salient beliefs, salient referents and specific audience (transient components) – can try to reinforce existing beliefs, change beliefs, or introduce new beliefs – reinforcement is easiest § frame recommendation within audience’s current belief system.

Prior Research n Campaign to promote specific safety behaviors among farmers – Salient beliefs: § Injuries are common and severe, but susceptibility is low (farmers don’t feel at personal risk). § Believe that safety measures are effective, and feel self-efficacy for doing safety measures, but don’t necessarily use them. § High perceived severity § Low perceived risk (susceptibility)

Farmers’ campaign (cont’d) n Preferred channel: – Manufacturer’s safety manual n Preferred source: – Equipment company n Message concept: – Perceived susceptibility needs to be changed. Other beliefs should be reinforced. Need to target specific behaviors.