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In mass communications, fear is one of effective strategies for changing attitudes or behaviors. The study explored the effects of messages in which people are presented with fear-arousing legal provision information in order to convince them they should obey the law. <br /> <br...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/18189 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In mass communications, fear is one of effective strategies for changing attitudes or behaviors. The study explored the effects of messages in which people are presented with fear-arousing legal provision information in order to convince them they should obey the law. <br />
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This study used MANOVA to investigate whether the use of fear increases the likelihood of adopting appropriate behavior. Two experiments were conducted. The author used 204 participants to carry out experiments. The chosen subjects were manager/owner and employees in the region of Jamsostek Purwakarta aged 23-54 years old. The fear appeals used in the experiments were low level of fears. The findings of this study indicate fear-arousing legal provision information did influence consumer's response. The results showed that cognitive response who <br />
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read scary information is better than who read product information. <br />
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Affective response who read scary information is better than affective response who read product information. And cognitive response who read scary information is better than affective response who also read scary information. |
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