2002 Volume 42 Issue 1 Pages 83-90
The purpose of this study was to explore the persuasive effects of the threat appeals that aimed at the receiver him/herself or at the significant others (e. g., his/her family) as the threat-target. We used three independent variables: (1) threat-target (self or family), (2) threat (high or low), and (3) response-efficiency (high or low). Two hundred and forty nine female college students were randomly assigned to one of 8 experimental groups. After experimental groups received persuasive messages, all subjects completed the postexperiment questionnaire for measuring behavioral intentions and affirmative attitudes for recommended coping behaviors. Following results were obtained. Behavioral intention and affirmative attitude were promoted by increments of threat and responseefficiency. And it also showed that behavioral intention in the family condition was higher than in the self condition. The findings of this research indicated that the persuasive technique aiming at significant others as threat-target is useful to increase the persuasive effect.
