摘要
恐惧诉求作为一种通过呈现某种行为与负面结果的关联性来唤醒受众的恐惧情绪进而改变受众行为态度的方法,其说服效果与诉求呈现的强度及受众的个人因素密切相关.Witte等人在对早起恐惧诉求理论的基础上,从信息加工过程的角度提出了新平衡过程模型理论:对说服信息的加工存在两种不同的加工结果,即恐惧控制和危险控制.恐惧控制是一种情感加工过程,是人们对恐惧心理产生的反应而非对危险情境的反应,并且出现于能够感知到的意识之外,一般由较低的效能感/过高的威胁伴随着自动激活的防御动机引起的,最终产生不适应的结果(信息拒绝).危险控制是一种认知加工过程,使个体获得了效能感(如感知到建议的有效性以及获得自我效能感),同时也感受到了威胁(包括感受到了严重性以及易感性)而启动了保护动机,最终产生适应性改变(行为改变).同时,个体对恐惧信息的加工存在两轮评估过程,即当个体面对恐惧情境时首先进行危险评估,当恐惧诉求强度较大时,个体的恐惧感被唤醒,则进入第二轮评估,而当恐惧诉求的强度较小时,个体则会忽略包括恐惧信息在内的所有说服信息.在第二轮评估中,个体会对说服信息进行效能评估,当个体的自我效能感较高且对说服信息的效能评估也较高时,个体进入危险控制加工,而当个体的自我效能感较低或对说服信息的效能评估较低时,则进入恐惧控制加工.
Fear appeal is a method of awakening a person＇s fear and changing his behavior and attitude by presenting the relationship between one behavior and a negative result, the effectiveness of which is closely related to the strength of presence and personal factors of the person. Based on the early fear appeals theory, Witte et al put forward The Extended Parallel Process Mode/ theory from an information processing perspective： There are two different processing results of persuasive message, which is fear control and danger control. Fear control,an emotion processing, is an unconscious reaction that a person is faced with fear rather than a dangerous situation, generally due to low self - efficacy / high threat with the automatic activation of defense motivated, finally produces inelasticity results （Message rejected）. Danger control, a cognitive process, is the individual obtaining self - efficacy （such as the effectiveness of the proposed and perceived self- efficacy）, also feels the threat （e. g. , including feelings of the severity and susceptibility） and starts the protection motivation, resulting in adaptive results （Behavior change）. At the same time, during fear processing,there exist two evaluation processes. When individuals face the fear situation, the first step is risk assessment, in high threaten situation,the fear is awakened, then enters the second round of evaluation, in low threaten situation, an individual is about to ignore all persuasion information including the information of threat. In the second round of evaluation, an individual first evaluates the effectiveness of persuasion information, when the individual＇s self - efficacy is high while the evaluation on persuasion information efficiency is also high, danger control processing will be turned on, when an individual＇s selfefficacy is low or the assessment of persuasion information efficiency is low, then fear control processing will be turned on.
出处
《湖州师范学院学报》
2013年第3期112-117,共6页
Journal of Huzhou University
