Fear Appeals and Social responses
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For a social awareness campaign that uses 'fear appeal' to work, it must take into consideration four cognitive appraisal processes (Protection Motivation Model) that mediate an individual's response to the threat; ie., the individual's appraisal of ,
a. information available regarding severity of perceived threat
b. perceived probability that the threat will occur
c. perceived ability of a coping behaviour to remove the threat
d. perceived ability to carry out the coping behaviour.
Poster : http://bellurramki18.wordpress.com
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