Hyunyi Cho

Fear Appeals for Individuals in Different Stages of Change: Intended and Unintended Effects and Implications on Public Health Campaigns

This study represents an initial attempt to examine the intended and unintended effects of fear appeals among individuals in different stages of change. Toward this end, a pilot study investigated the effects of fear appeals promoting skin cancer preventive behavior among college students. After being exposed to fear appeals, individuals who were in the precontemplation stage indicated a greater likelihood of thinking defensively and fatalistically regarding the facts on health risk than those who had intended to engage in or who had previously engaged in preventive behavior. Concurrently, after being exposed to fear appeals, those who were in the precontemplation stage reported less favorable attitudes toward message recommendations, weaker intentions to engage in recommended behavior, and less performance of preventive behavior than those who had contemplated or had previously engaged in preventive behavior. Implications of these results on future public health campaigns are discussed.

Development and Validation of Value-, Outcome-, and Impression-Relevant Involvement Scales

Despite scholarly consensus that there is more than one type of involvement, investigators have not developed measures that assess the various types across diverse contexts. The goal of this study was to develop and validate measures of value-, outcome-, and impression-relevant involvement. Items were developed for three social issues (abortion, death penalty, marijuana) and two consumer products (jeans, toothpaste). The results indicate that these items effectively distinguish the three types of involvement. In addition, evidence of construct validity was obtained. Specifically, impression-relevant involvement was associated with other-directedness, outcome-relevant involvement was more strongly associated with information seeking than either value- or impression-relevant involvement, and value-relevant involvement (but also outcome-relevant involvement) was related to attitude extremity.

Tanning, Skin Cancer Risk, and Prevention: A Content Analysis of Eight Popular Magazines That Target Female Readers, 1997–2006

The majority of tanning bed users in the U.S. are women. Previous health communication research frequently focused on the risk of skin cancer, but few studies assessed the mediated communication environment that may surround womens beliefs and behaviors relevant to tanning. A content analysis of articles in 8 magazines targeting girls, young women, older women, and women who are interested in fitness during the 10-year period of 1997–2006 was conducted. The amount of coverage of tanning bed use consequences was less than 50% of the coverage of tanning benefits. About 40% of the tanning benefits coverage touted looking healthy. The coverage of prevention methods focused on sunscreen use (55%), whereas the more important methods (e.g., protective clothing use) were rarely featured. Longitudinally, the coverage of the risk- and prevention-relevant issues increased between 1997 and 2006. The data indicate that the coverage of tanning benefits also increased during the same period.

Managing Fear in Public Health Campaigns: A Theory-Based Formative Evaluation Process

The HIV/AIDS infection rate of Ethiopia is one of the worlds highest. Prevention campaigns should systematically incorporate and respond to at-risk populations existing beliefs, emotions, and perceived barriers in the message design process to effectively promote behavior change. However, guidelines for conducting formative evaluation that are grounded in proven risk communication theory and empirical data analysis techniques are hard to find. This article provides a five-step formative evaluation process that translates theory and research for developing effective messages for behavior change. Guided by the extended parallel process model, the five-step process helps message designers manage publics fear surrounding issues such as HIV/AIDS. An entertainment education project that used the process to design HIV/AIDS prevention messages for Ethiopian urban youth is reported. Data were collected in five urban regions of Ethiopia and analyzed according to the process to develop key messages for a 26-week radio soap opera.

Perceived Realism Dimensions and Roles in Narrative Persuasion

Perceived realism may be a crucial message characteristic facilitating narrative-based persuasion. This study examined dimensions of perceived realism and their roles in narrative persuasion. Data based on responses to messages on three topics showed that perceived realism was multidimensional. Its dimensions included plausibility, typicality, factuality, narrative consistency, and perceptual quality. Plausibility predicted emotional involvement, but not identification. Typicality predicted identification, but not emotional involvement. Narrative consistency and perceptual quality predicted message evaluation. Emotional involvement, identification, and message evaluation, in turn, predicted attitudes. Implications for theory, research, and message design pertinent to narrative persuasion are discussed.

Effects of gain- and loss-framed messages on the sun safety behavior of adolescents: the moderating role of risk perceptions.

This study examined how message framing effects can be moderated by two types of risk: (a) perceived effectiveness in preventing a risk and (b) perceived susceptibility to the risk. The results indicate that the perceived effectiveness moderated framing effects on the intention to use sunscreen such that a loss-framed message was more effective when perceived effectiveness was low, whereas a gain-framed message was more effective when perceived effectiveness was high. In addition, perceived susceptibility to skin cancer moderated framing effects on the intention to use sunscreen and the intention to wear long pants such that a loss-framed message was more effective when perceived susceptibility was high.

Magazine exposure, tanned women stereotypes, and tanning attitudes☆

This study investigated whether magazine exposure is related to stereotypical beliefs about tanned women. A survey of White college women (n=205) assessed their exposure to beauty/fashion and health/fitness magazines. Outcome variables were the beliefs that tanned women are fashionable, fit, and shallow. Attention to the tanned womens images in health magazines positively predicted the belief that tanned women are fit and that tanned women are shallow; in contrast, attention to the images in beauty magazine negatively predicted the belief that tanned women are fit. Number of beauty magazines women read negatively predicted the belief that tanned women are shallow. The belief that tanned women are fit was unrelated, but the belief that tanned women are shallow was negatively related, with tanning attitudes.

Reexamining Fear Appeal Models from Cognitive Appraisal Theory and Functional Emotion Theory Perspectives

Recognizing inconsistencies between the extant fear appeal theories and emotion literature, this research integrated cognitive appraisal theory and functional emotion theory into a fear appeal literature and proposed a model that describes a process through which both fear and anxiety can contribute to adaptive responses. Findings from an experiment (N = 927) supported the predictions. Fear and anxiety emerged as distinct constructs. Perceived susceptibility was a stronger predictor of anxiety than fear, while perceived severity was a stronger predictor of fear than anxiety. In addition, greater fear and anxiety led to greater response efficacy through increased motivation to obtain protection-related information and heightened attention to such information, thus mediating the threat and coping appraisal processes. The SEM model testing the predictions showed that perceived susceptibility had the strongest total effects on protection intention, followed by anxiety, perceived severity, and fear.

Gain- and Loss-Frame Sun Safety Messages and Psychological Reactance of Adolescents

Adolescents are frequently thought of as having strong desires for independence and defiance of authority. Using psychological reactance theory, this study investigated the effects of gain and loss frame messages advocating sun safety behavior on the perceived threats to freedom of high school-aged adolescents. A loss, rather than a gain, frame message produced greater perceived threats to freedom among adolescents. Perceived threats to freedom were associated with anger, but anger was not associated with attitudes toward behavior. Perceived threats to freedom were not associated with negative cognitions, but more negative cognitions were associated with less positive attitudes toward behavior. Implications of the findings on future research are explored.

Goal setting outcomes: Examining the role of goal interaction in influencing the experience and learning outcomes of video game play for earthquake preparedness

Video game goals are important features of video games. Players interaction with goals can not only shape the gaming experience by evoking cognitive and affective reactions in players, but also lead to learning outcomes. However, there are few empirical studies on the effects of interacting with game goals, and no previous research has manipulated goal setting. In two experimental studies, participants were randomly assigned to one of the following five conditions: self-set goal repetitive play, assigned goal repetitive play, no-set goal repetitive play, no-set goal single play, and no play. Results show that playing earthquake preparedness video games generates significant learning outcomes; playing repeatedly with self-set goals yields greater learning compared to playing once with no-set goals or not playing; and cognitive reactions mediates the relation between goal interaction and learning. Implications of the results for the design and evaluation of future video games for learning are explored.