The effects of persuasion strategies (humor and fear emotion) and types of message contexts on persuasion
Date of Publication
2009
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Arts Major in Psychology
College
College of Liberal Arts
Department/Unit
Psychology
Thesis Adviser
Ron R. Resurreccion
Defense Panel Member
Marie Madelene A. Sta. Maria
Abstract/Summary
Persuasion is the art of convincing another person to accept a certain argument. There has been no earlier studies of combining certain emotionally-driven persuasion strategies (i.e. fear and humor) and specific message contexts (i.e. health, product advertisement, environmental concerns) thus, this study was done to determine if there is a significant effect in persuasion under the above conditions. Participants were 180 undergraduate students from different colleges and universities in Mega Manila. All participants underwent the experiment, which consists of answering a pre-test, viewing of a persuasive message in video format, and completing a post-test. Combining the fear persuasion strategy with the environmental type of message garnered the highest attitude change as fear elicits anxiety in individuals and heightens their concern for themselves and others. Overall, fear yields a more significant effect on persuasion than humor. Future campaigns on health, product advertisement and environment may be constructed to have a more threatening appeal if it deems appropriate to the message they are trying to convey.
Abstract Format
html
Language
English
Format
Accession Number
TU15015
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
83 leaves : ill. ; 28 cm.
Keywords
Persuasion (Psychology); Communication--Psychological aspects; Attitude change
Recommended Citation
Camua, D. M., Garcia, C. L., & Ymson, M. A. (2009). The effects of persuasion strategies (humor and fear emotion) and types of message contexts on persuasion. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/9569