Communication Yearbook 3

Communication Yearbook 3

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behavior, but the problem is to determine to optimum level of anxiety arousal. An overly mild threat wona#39;t arouse fearful reactions, but an overly strong threat may be counterproductive as the receiver defensively avoids attention, denies personal vulnerability, distorts the message, or derogates the source (Ray aamp; Wilkie, 1970). Studies of health persuasion indicate that higher levels of fear can be generally more effective than mild threats. Surveying six anti-smoking investigations, Higbeanbsp;...

Title:Communication Yearbook 3
Author: Dan Nimmo
Publisher:Transaction Publishers - 1979-01-01

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