of Wisconsin, and Harvard University. Available at http://gking.harvard.edu/ Tversky, Amos and Daniel Kahneman. 1981. Framing of Decisions and the Psychology “The of Choice.” 211: 453-458. Science Kim. 1992a. the Fear Back into Fear Appeals: The Extended Parallel Process “Putting Model (EPPM).” 59: 329-349. Communication Monographs Witte, Kim 1992b. Role of Threat and Efficacy in AIDS Prevention.” International “The 12: 225-249. Quarterly of Community Health Education Witte, Kim, and Mike Allen. 2000. Meta-Analysis of Fear Appeals: Implications for “A Effective Public Health Campaigns.” 25: 571-585. Health Education and Behavior Zaller, John. 1992. New York: Cambridge The Nature and Origin of Mass Opinion. University Press. Table 1. Experimental Conditions, Treatments, and Expectations Predicted effect Condition Treatment on behavior N No Norm editorial baseline 50 + Benefit appeal press-release (pro) & Pro-action norm increase action 100 editorial + Benefit-appeal Con-norm press-release (con) & editorial no effect 100 + Benefit-appeal no effect (above editorial 50 baseline) Threat appeal Pro-norm press-release (pro) & editorial increase action 100 + Threat-appeal Con-norm press-release (con) & editorial no effect 100 + Threat-appeal N=500
of Wisconsin, and Harvard University. Available at http://gking.harvard.edu/ Tversky, Amos and Daniel Kahneman. 1981. “The Framing of Decisions and the Psychology of Choice.” Science 211: 453-458. Kim. 1992a. “Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model (EPPM).” Communication Monographs 59: 329-349. Witte, Kim 1992b. “The Role of Threat and Efficacy in AIDS Prevention.” International Quarterly of Community Health Education 12: 225-249. Witte, Kim, and Mike Allen. 2000. “A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns.” Health Education and Behavior 25: 571-585. Zaller, John. 1992. The Nature and Origin of Mass Opinion. New York: Cambridge University Press. Table 1. Experimental Conditions, Treatments, and Expectations Condition Treatment Predicted effect on behavior N No Norm + Benefit appeal editorial baseline 50 Pro-action norm + Benefit-appeal press-release (pro) & editorial increase action 100 Con-norm + Benefit-appeal press-release (con) & editorial no effect 100 Threat appeal editorial no effect (above baseline) 50 Pro-norm + Threat-appeal press-release (pro) & editorial increase action 100 Con-norm + Threat-appeal press-release (con) & editorial no effect 100 N=500
Bolsen%20Norms%20Threat%20Appeals%20and%20Actions%20for%20the%20Public%20Good.docx