Communication Yearbook 3
behavior, but the problem is to determine to optimum level of anxiety arousal. An overly mild threat wona#39;t arouse fearful reactions, but an overly strong threat may be counterproductive as the receiver defensively avoids attention, denies personal vulnerability, distorts the message, or derogates the source (Ray aamp; Wilkie, 1970). Studies of health persuasion indicate that higher levels of fear can be generally more effective than mild threats. Surveying six anti-smoking investigations, Higbeanbsp;...
| Title | : | Communication Yearbook 3 |
| Author | : | Dan Nimmo |
| Publisher | : | Transaction Publishers - 1979-01-01 |
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