All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Four Perspectives on the Role of Fear in Persuasion
Unformatted Document Text:  Four Perspectives on . . . 7 Some existing research has drawn on appraisal theories as a means of providing insight into the suasory effects of emotion (Author Withheld). For example, the work of Author Withheld and his/her colleagues has examined the association between emotion and the perceived effectiveness of public service advertisements by analyzing properties of emotion suggested by appraisal theories (Author Withheld). These researchers reason that emotions shift individuals into states of being designed to address particular goal-environment relations (Frijda, ,1986; Lazarus, 1991; Oatley, 1992; Roseman, et al., 1994; Scherer, 1984). This shifting involves coordinated alterations in perceptual, cognitive, expressive, and physiological systems that, in the aggregate, influence opinion change. From this position, it is emotional intensity (i.e., velocity) that is persuasive. And, though they do not invoke the aforementioned theoretical position, various meta-analyses of the fear literature consistently show a positive relationship between fear intensity and persuasion (Boster & Mongeau, 1984; Mongeau, 2000; Sutton, 1982; Witte & Allen, 2000). Thus, both theory and previous research point led to a fourth prediction. H4: Fear velocity is positively associated with persuasion. The Acceleration Perspective Among the many theories of emotion, Carver and Scheier’s (1999) control theory of behavior is perhaps the most explicit in its treatment of affect dynamics. The theory holds that individuals possess goals that they strive to attain. For example, one goal that individuals might be expected to hold is that of their own continued well-being. A cognitive monitoring system assesses progress toward or away from goals, while a meta-monitoring system operates simultaneously to evaluate the direction and rate of progress. In the view of Carver and Scheier, it is the meta-monitoring system that is responsible for the production of affect. Negative affect

Authors: Dillard, James. and Anderson, Jason.
first   previous   Page 7 of 36   next   last



background image
Four Perspectives on . . .
7
Some existing research has drawn on appraisal theories as a means of providing insight
into the suasory effects of emotion (Author Withheld). For example, the work of Author
Withheld and his/her colleagues has examined the association between emotion and the
perceived effectiveness of public service advertisements by analyzing properties of emotion
suggested by appraisal theories (Author Withheld). These researchers reason that emotions shift
individuals into states of being designed to address particular goal-environment relations (Frijda,
,1986; Lazarus, 1991; Oatley, 1992; Roseman, et al., 1994; Scherer, 1984). This shifting involves
coordinated alterations in perceptual, cognitive, expressive, and physiological systems that, in
the aggregate, influence opinion change. From this position, it is emotional intensity (i.e.,
velocity) that is persuasive. And, though they do not invoke the aforementioned theoretical
position, various meta-analyses of the fear literature consistently show a positive relationship
between fear intensity and persuasion (Boster & Mongeau, 1984; Mongeau, 2000; Sutton, 1982;
Witte & Allen, 2000). Thus, both theory and previous research point led to a fourth prediction.
H4: Fear velocity is positively associated with persuasion.
The Acceleration Perspective
Among the many theories of emotion, Carver and Scheier’s (1999) control theory of
behavior is perhaps the most explicit in its treatment of affect dynamics. The theory holds that
individuals possess goals that they strive to attain. For example, one goal that individuals might
be expected to hold is that of their own continued well-being. A cognitive monitoring system
assesses progress toward or away from goals, while a meta-monitoring system operates
simultaneously to evaluate the direction and rate of progress. In the view of Carver and Scheier,
it is the meta-monitoring system that is responsible for the production of affect. Negative affect


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 7 of 36   next   last

©2012 All Academic, Inc.