PROTECTION MOTIVATION THEORY OF FEAR APPEALS AND ATTITUDE-CHANGE
PROTECTION MOTIVATION THEORY OF FEAR APPEALS AND ATTITUDE-CHANGE
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DOI：
10.1080/00223980.1975.9915803
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发表时间：
1975-01-01
影响因子：
2.7
通讯作者：
ROGERS, RW
中科院分区：
文献类型：
--
作者：
ROGERS, RW
提出了一种保护动机理论，假设恐惧诉求的三个关键组成部分是：(A)所描述事件的毒性程度；(b)该事件发生的概率；(c)保护性反应的有效性。这些交流变量中的每一个都启动了相应的认知评估过程，介导了态度的变化。提出的概念化是一个更全面的理论图式的特例：期望-价值理论。对重新解释现有数据、设计新型实证研究以及使未来研究更具可比性提出了几点建议。最后，讨论了保护动机理论相对于Janis和Leventhal理论的主要优势。
A protection motivation theory is proposed that postulates the three crucial components of a fear appeal to be (a) the magnitude of noxiousness of a depicted event; (b) the probability of that event's occurrence; and (c) the efficacy of a protective response. Each of these communication variables initiates corresponding cognitive appraisal processes that mediate attitude change. The proposed conceptualization is a special case of a more comprehensive theoretical schema: expectancy-value theories. Several suggestions are offered for reinterpreting existing data, designing new types of empirical research, and making future studies more comparable. Finally, the principal advantages of protection motivation theory over the rival formulations of Janis and Leventhal are discussed.