A health campaign tries to change people's attitudes with a message that generates too much fear. Which of the following is the most likely effect of such a message?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → It turns off the receiver and has little persuasive effect
Option (1) It brings about a congruent change in the direction of the message — Incorrect. A congruent change moves an attitude further in its own direction, as when a positive attitude becomes more positive. A very frightening message can do the reverse: people may stop believing it and become less positive about the topic.
Option (2) It acts as an emotional appeal and so changes the attitude faster — Incorrect. An emotional appeal is one kind of message, such as linking nutrition to care for the family. Fear helps only up to a point; too much fear weakens the message.
Option (3) It turns off the receiver and has little persuasive effect — Correct. Some fear can help to convince people. When the fear is too much, the receiver switches off and may not believe the message, so it has little persuasive effect.
Option (4) It makes the receiver more persuasible and open to the message — Incorrect. Persuasibility is a quality of the target, the person who receives the message. Open and flexible people change easily, but a frightening message does not create this trait in them.
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