What was the aim of Janis and Feshbach's research?
To investigate the consequences on emotions and behaviour of fear appeals in communications.
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Describe the methodology
Laboratory experiment. Participants shown fear arousing material. Data collected through series of questionnaires on emotional reactions and changes in dental practices.
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Who were the participants in J+F's research?
200 students with 50 in each of the 4 groups. Group 1 = High fear arousal, group 2 = moderate fear arousal, group 3 = minimal fear arousal and group 4 = control group.
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Describe the procedure for group 1 in J+F's research
Shown pictures and descriptions of diseased mouths, including explanations about pain of tooth decay and awful consequences like cancer and blindness.
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What was the procedure for group 2 in J+F's research?
Similar pictures and descriptions as group 1, but much less disturbing and dramatic.
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What was the procedure for group 3?
Given a lecture about cavities without referring to very serious consequences and using diagrams and x rays rather than emotive pictures.
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describe the procedure for group 4 in J+F's research
Lectured for same length of time as other groups but focused on structure and functioning of human eye.
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What happened immediately after the lecture?
Participants given a questionnaire asking about emotional reactions to lecture.
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What happened 1 week later?
A follow up questionnaire given to participants asking about longer term effects of the lecture.
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What did not differ between the 3 groups?
Knowledge of dental hygiene, so all lectures had successful taught the material.
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What were the findings regarding the strong fear-appeal lecture?
Seen in a positive light, but more participants said they disliked something in the lectures and the slides were too unpleasant.
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What increase did the strong fear-appeal group show in conformity?
An increase in conformity of 8%.
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What increase in conformity did the other groups show?
Moderate fear-appeal group showed 22% increase and minimal fear group showed 38% increase. Control group showed no change.
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What were the conclusions regarding the strong fear-appeal group?
It was viewed as more interesting but made students worry most.
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What were the conclusions about effectiveness of health promotions?
Overall effectiveness is likely to be reduced with strong fear-appeal as it produced the least change in behaviour.
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What is important in order for the health promotion to be effective?
That the level of fear used is tailored to each audience.
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Other cards in this set
Card 2
Front
Describe the methodology
Back
Laboratory experiment. Participants shown fear arousing material. Data collected through series of questionnaires on emotional reactions and changes in dental practices.
Card 3
Front
Who were the participants in J+F's research?
Back
Card 4
Front
Describe the procedure for group 1 in J+F's research
Back
Card 5
Front
What was the procedure for group 2 in J+F's research?
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