Master of Science / Department of Journalism and Mass Communications / Nancy Muturi / The country of Uganda has an HIV rate of approximately 6.3% countrywide, but in northern Uganda rates have been significantly higher (UNAIDS, 2011). In northern Uganda, a region that has faced decades of war and conflict, 1.2 million people live with HIV. The Extended Parallel Process Model (EPPM) and Social Cognitive Theory (SCT) are used as the theoretical framework in examining how on the ground development practitioners create programming that is the most beneficial in behavior change. Both theories have been used extensively in the design and implementation of HIV/AIDS prevention programs. However, there tends to be little consistency among scholars on what types of behavior change approaches are the most effective, especially in those countries that are most impacted by the AIDS epidemic. The goal of this study was to examine the views of practitioners who work directly with recipients and identify some of the most effective strategies and messages tailored for Northern Uganda based on the EPPM and SCT. A qualitative approach was used in the study. A sample of current, or past long-term (at least two years working in the field) development practitioners from international agencies such as the United States Peace Corps, USAID, International Rescue Committee (IRC), among others. Data were gathered through in-depth interviews, which were conducted online due to geographic constraints of the interviewees, with selected participants currently scattered throughout the United States and sub-Saharan Africa. The study reports practitioners’ views on most effective communication strategies and messages based on experiences while working in northern Uganda. Some of the variables examined include the strategies for changing the belief systems of the population that curb the spread of the AIDS epidemic; self-efficacy strategies; and the nature and level of fear appeal appropriate for the Northern Ugandan situation; and their overall view. Findings of the study indicate respondents feel fear appeal messaging may be ill suited for use in Northern Uganda. Culture-centered approaches may be of best use during the transition from war to reconciliation. Results of the study will help to inform future HIV/AIDS prevention programs on best practices that are both theory and research based.

Teachers in classrooms use a vast of array of language to support children in their educational development. Previous research with teachers and children in secondary schools has identified that, when supporting children to prepare for important tests, teachers use supportive statements as well as statements stressing the negative outcomes associated with poor performance. However, in the primary school context, research has not identified the specific language that is being used by teachers for test preparation. In this explorative mixed methods study, eight teachers completed communication diaries and were interviewed to identify the types of communication they were using in the classroom towards children aged 6-11 in order to support their test preparations. Two focus groups were also held with children to determine their awareness of teachers’ communicative messages. The final phase of the study gathered data from a questionnaire distributed to a large sample of 112 primary school teachers allowing broader exploration of test-related language use in the classroom. Results identified various forms of communication being used by primary school teachers when preparing children for important tests, with children also aware of these statements. This included informative communication about test arrangements, outcome based statements, efficacious statements, reassuring and calming messages, language statements that related to the importance of tests, and test reminders. The findings further suggested that efficacious communication was the most frequent form of communication that was employed in primary classrooms, though use of language varied amongst teachers. Furthermore, the research identified that teachers were combining particular forms of communication, and it is likely that this communication fluctuated over the academic year. Teachers were also judicious in their use of communication towards children, where statements were chosen to have maximum effect on children based on teachers’ assessments of children’s characteristics. Additional factors such as teacher control, teacher philosophy, a view of children as dependent, views about testing, and teacher-held beliefs about particular forms of communication were also explored to judge their impact on the language used by teachers. The findings of this study provide a preliminary foundation for future research to explore teacher communication and its effects on children’s test preparations in primary schools.

The purpose of this study is to explore how to make persuasive messages effective to sufficiently motivate individuals to form good security practice through two aspects - affect valence-based message and message framing effect. The two emotional appeals examined in this study include traditional fear appeals and humor appeals. Fear appeals, arousing people's fear to persuade them to take precautionary actions, are predominant in the literature of information security. By contrast, humorous messages have been found to induce positive affect, reduce negativity, and enhance message acceptance. In addition, messages can be illustrated in a broader context or can be presented with particular examples tailored to individuals' decision-making. The effects of these two ways - thematic and episodic frames - are also investigated in the fear and humor appeals. A multi-group experimental design is adopted to examine the hypotheses. 577 valid responses were collected from college students at Mississippi State University via a professional platform. Followed by a number of rigorous analysis, the results indicate that a humor appeal is more effective when framed in a thematic frame. Furthermore, issue relevance and gender difference are salient factors that can influence the interaction between affect valence and message frame. Additionally, both abstract and concrete fear appeals demonstrated a stronger impact than concrete humor appeals on individuals' intent to follow the positive security practice. However, there is no evidence that concrete fear appeals are more superior to abstract ones. It's not found that humor appeals are more effective than traditional fear appeals when promoting cybersecurity threats.

Through persuasive communication, IT executives strive to align the actions of end users with the desired security posture of management and of the firm. In many cases, the element of fear is incorporated within these communications. However, within the context of computer security and information assurance, it is not yet clear how these fear-inducing arguments, known as fear appeals, will ultimately impact the actions of end users. The purpose of this study is to examine the influence of fear appeals on the compliance of end users with recommendations to enact specific individual computer security actions toward the amelioration of threats. A two-phase examination was adopted that involved two distinct data collection and analysis procedures, and culminated in the development and testing of a conceptual model representing an infusion of theories based on prior research in Social Psychology and Information Systems (IS), namely the Extended Parallel Process Model (EPPM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Results of the study suggest that fear appeals do impact end users attitudes and behavioral intentions to comply with recommended individual acts of security, and that the impact is not uniform across all end users, but is determined in part by perceptions of self-efficacy, response efficacy, threat severity, threat susceptibility, and social influence. The findings suggest that self-efficacy and, to a lesser extent, response efficacy predict attitudes and behavioral intentions to engage individual computer security actions, and that these relationships are governed by perceptions of threat severity and threat susceptibility. The findings of this research will contribute to IS expectancy research, human-computer interaction, and organizational communication by revealing a new paradigm in which IT users form perceptions of the technology, not on the basis of performance gains, but on the basis of utility for threat amelioration.

<p>The purpose of this thesis is to study if there are any relations between the perceptions of a fear appeal message in relation to the individual experiences of the area. Furthermore to give a general view over research made on fear appeals. The research is made in a qualitative approach were the case study is used. Interviews were used to get relevant information from the chosen respondents. The results if the thesis indicates that there is a relation depending on individual experiences during the perception of a fear appeal message. Those who had considerable experiences from their past, expressed a reaction on the message bud did not act after the recommendation in the message. Those respondents who hadn’t any emotional experiences to relate too were mainly focused on the information in the message.</p>

The purpose of this thesis is to study if there are any relations between the perceptions of a fear appeal message in relation to the individual experiences of the area. Furthermore to give a general view over research made on fear appeals. The research is made in a qualitative approach were the case study is used. Interviews were used to get relevant information from the chosen respondents. The results if the thesis indicates that there is a relation depending on individual experiences during the perception of a fear appeal message. Those who had considerable experiences from their past, expressed a reaction on the message bud did not act after the recommendation in the message. Those respondents who hadn’t any emotional experiences to relate too were mainly focused on the information in the message.

During high-impact weather events like Hurricane Harvey, broadcast meteorologists take on the role of sensegiver, as they develop frameworks to help their viewers make sense of the storm. These frameworks are communicated through rhetorical choices evident in the language the meteorologists use to describe the storm’s threat and impact. This study investigates the rhetorical choices of KHOU broadcast meteorologists during Hurricane Harvey in order to make sense of the disaster, using an inductive thematic analysis. The results indicate that the KHOU broadcasters framed Harvey figuratively as an all-encompassing monster and a heat-seeking machine. The meteorologists used emotionally intense language to emphasize their concern about the forecast, to compare the event to previous flooding disasters, to describe Harvey’s catastrophic impact, and to express disbelief regarding the situation unfolding around them. These results show how sensegiving can be articulated rhetorically via specific language features like describing Harvey as a monster, or comparing Harvey’s impact to Hurricane Katrina. These specific language features identified here should be tested for their effectiveness in order to allow meteorologists across the weather enterprise to speak about threats and impacts in a more consistent manner.

Texting is ubiquitous; the International Association for the Wireless Telecommunications Industry reported that 4.1 billion text messages were sent per day in the first half of 2009. In isolation, texting does not injure individuals; however, when combined with driving, lives have changed for the worse. The National Safety Council estimates that 1.6 million crashes per year can be attributed to distracted drivers either talking on cell phones or texting while driving and nearly 28 percent of all crashes in the United States can be ascribed to these behaviors. An increasing number of texting while driving fear appeal campaigns are being utilized in the media. Therefore, the purpose of this research was to create and test theoretically-based messages aimed at discouraging texting while driving. Formative research along with the Extended Parallel Process Model was used for guidance in the creation of the fear appeal messages. No low threat message was used for the main study after repeated message validations failed. For the study, three high threat messages varied only by a single paragraph which targeted beliefs about benefits, mastery, and ubiquity of texting while driving. 155 undergraduates at Texas A & M University completed a pretest, read the high threat message, and answered a posttest. Need for cognition and sensation seeking tendencies were measured in order to understand the effects such personality traits have on message perceptions. Five major outcomes were revealed even though numerous hypotheses were unsupported. There was a significant interaction between perceived threat and sensation seeking tendencies on message realism. There was a significant interaction between perceived threat and need for cognition on message realism. There was a significant interaction between perceived threat and need for cognition on message accuracy. There was a significant interaction between perceived threat and need for cognition on attitudes. There was a significant positive correlation between perceived threat and perceived message sensation value. This project provides support that sensation seeking tendencies and need for cognition do interacted with perceived threat on perceptions of message effectiveness and that perceived message sensation value was positively related to perceived threat. Results also revealed the prevalence of texting while driving behavior and relationships between personality traits and texting while driving. Sensation seeking tendencies were positively correlated with initiating text messages while driving. Need for cognition was negatively correlated with reading and replying to text messages while driving.

This dissertation augmented Kahlor’s (2010) planned risk information seeking model (PRISM). According to the PRISM, people’s intentions to seek risk information hinge on their attitudes toward seeking, seeking-related subjective norms, perceived control over seeking, affective response to the perceived risk, and information need. As well, this dissertation examined the role of self-identity as an information seeker, independent self-construal, past risk information seeking, involvement, and motivation orientation in people’s intention to seek risk information about radon and poor indoor air quality. In a pilot study of a convenience sample (N = 59), I derived an information-seeking self-identity scale and a novel instrument for measuring information need. The main study of a national probability sample (N = 602) evaluated the proposed structural model, tested several hypotheses, and explored several research questions. Both the pilot and main study gathered data via online surveys. Results supported the proposed model (R2 = .62) and several hypotheses. Notably, information-seeking self-identity and past risk information seeking positively predicted seeking intention. Also, the effects of attitudes and norms on seeking intention were stronger among more independent respondents. Finally, in a series of multiple regression analyses, I detailed the roles of involvement and various motivation orientations in each model component. An unexpected finding was that perceived control over seeking did not significantly predict seeking intention. Post-hoc analysis revealed that the strength of the control-intention relationship was—at least with the current sample—inversely related to socioeconomic status (SES), where at higher levels of SES, the importance of perceived control over seeking diminished. / text

abstract: In the present research, two interventions were developed to increase sun protection in young women. The purpose of the study was to compare the effects of intervention content eliciting strong emotional responses to visual images depicting photoaging and skin cancer, specifically fear and disgust, coupled with a message of self-efficacy and benefits of sun protection (the F intervention) with an intervention that did not contain an emotional arousal component (the E intervention). Further, these two intervention conditions were compared to a control condition that contained an emotional arousal component that elicited emotion unrelated to the threat of skin cancer or photoaging (the C control condition). A longitudinal study design was employed, to examine the effects of condition immediately following the intervention, and to examine sun protection behavior 2 weeks after the intervention. A total of 352 undergraduate women at Arizona State University were randomly assigned to one of the three conditions (F n = 148, E n = 73, C n = 131). Several psychosocial constructs, including benefits of sun protection, susceptibility to and severity of photoaging and sun exposure, self-efficacy beliefs of making sun protection a daily habit, and barriers to sun protection were measured before and immediately following the intervention. Sun protection behavior was measured two weeks later. Those in the full intervention reported higher self-efficacy and severity of photoaging at immediate posttest than those in the efficacy only and control conditions. The fit of several path models was tested to explore underlying mechanisms by which the intervention affected sun protection behavior. Experienced emotion, specifically fear and disgust, predicted susceptibility and severity, which in turn predicted anticipated regret of failing to use sun protection. The relationship between this overall threat component (experienced emotion, susceptibility, severity, and anticipated regret) and intentions to engage in sun protection behavior was mediated by benefits. The present research provided evidence of the effectiveness of threat specific emotional arousal coupled with a self-efficacy and benefits message in interventions to increase sun protection. Further, this research provided additional support for the inclusion of both experienced and anticipated emotion in models of health behavior. / Dissertation/Thesis / Ph.D. Psychology 2011