Perceived aversiveness of recommended solution and locus of control as determinants of response to danger

As determined by their scores on Rotter's Locus of Control scale (Psychological Monographs, 1966, 80 (1, Whole No. 609)), internal and external subjects were exposed either to a high-, low-, or no-fear message on the dangers of exposure to a sunlamp. It was recommended to half the subjects in each condition that they apply a cream which was described as producing minimal skin irritation (low aversiveness), while half the subjects received recommendations to apply a cream described as producing considerable skin irritation (high aversiveness). It was predicted that (a) a high-fear message would be more effective than a low-fear message in getting subjects to use the cream, especially when the recommended behavior was perceived as low in aversivensss; and (b) a high-fear message would be more effective than a low fear message for subjects classified as internals. The second prediction was confirmed, and the first was tentatively supported. Results were interpreted in terms of the perceptual processes which may mediate the relationship between fear and action. The findings did not support the fear-drive model.     

Fear assessment in a dental analogue setting

An analogue setting for assessing dental fear involving a videotaped simulated dental operation was evaluated in terms of its capability of eliciting differential physiological arousal (Palmer Sweat Index) between high- and low-fear subjects, identified by self-reports of dental fear. Results showed high-fear subjects to exhibit significantly greater palmar sweating than did low-fear subjects, females to respond more than males, and a differential response across groups at different points during the simulated operation. High-fear subjects also gave verbal reports of greater physiological arousal and general anxiety while viewing the operation than did low-fear subjects.     

In search of the false-uniqueness phenomenon: fear and estimates of social consensus

An examination of the social perception literature yields little evidence for the false-uniqueness phenomenon (Valins & Nisbett, 1972), the perception that one's attributes are more unique than is the case. In contrast, the tendency for individuals to project their own characteristics onto other people and assume that more people are like themselves is a robust phenomenon. One reason researchers may not have found false uniqueness is that they have not looked at the accuracy of consensus estimates. A close look at the results of Tabachnik, Crocker, and Alloy (1983) and Sanders and Mullen (1983), who did assess accuracy, suggests that people possessing undesirable attributes over-estimate consensus, whereas people holding desirable attributes underestimate consensus. The latter pattern is a form of false uniqueness. In this study we looked at the accuracy of social consensus estimates in the context of psychological fears. A sample of subjects filled out an abbreviated version of a fear survey and made estimates of consensus. The results showed that both high- and low-fear respondents overestimated the incidence of high fear among their peers, but high-fear subjects were more inaccurate in their estimates. A false-uniqueness effect was found on the part of low-fear subjects, as they tended to underestimate the incidence of low fear among their peers. These findings are consistent with a motivational interpretation that emphasizes the individual's need to justify or normalize stigmatized behavior and to bolster perceived self-competence.     

Effect of Persuasive Appeals in AIDS PSAs and Condom Commercials on Intentions to Use Condoms1

The study compared the effect of five persuasive appeals used in AIDS PSAs and condom commercials (fear arousal-no sex/condom theme; fear arousal-sex/condom theme; erotic; humorous; factual) on 122 male and 114 female college students' i]ntentions to use and taking of condoms. Results showed that the two fear appeals were more effective than other appeals in increasing intentions to use condoms with a new partner. The fear appeal–no sex/condom theme was more effective than other appeals for increasing intentions to use condoms with a steady partner. Compared to men, women rated commercials as more effective for increasing intentions to use condoms with a new partner. Persuasive appeals had no effect on the taking of free condoms. The best predictor of commercial effectiveness was the degree to which a commercial evoked a high fear of AIDS. Other significant predictors were subjects' a]ttitude toward condom use and commercial qualities of being humorous, romantic, credible, and factual. Implications are that all five types of appeals are potentially effective for use in AIDS PSAs. Recommendations include combining appeals (e.g. fear with erotic) and emphasizing the positive features of condom use.     

Fear-relevant selective associations and covariation bias

Three experiments used an illusory correlation paradigm to assess the effects of fear on the perception of the covariation between fear-relevant stimuli and shock. In Experiment 1, high- and low-fear women were exposed to 72 trials during each of which a fear-relevant (snake or spider) or fear-irrelevant (mushroom and flower) slide was followed by a shock, a tone, or nothing. Although the relation between slide types and outcomes was random, high-fear subjects markedly overestimated the contingency between feared slides and shock. Experiment 2 showed that this bias was due to the aversive, rather than more generally salient, features of shock. Low-fear subjects demonstrated biases equivalent to those of high-fear subjects only when the base rate of shock was increased from 33% to 50% in Experiment 3. It is concluded that fear may be linked to biases that serve to confirm fear. The relevance of the present findings to preparedness theory is also discussed.     

Correlates of Fear of Falling in Older Adults Who Have Experienced a Fall

Nearly one half of older adults who have experienced a fall report a fear of falling. The present study examined several variables in relation to fear of falling. Thirty community-dwelling older adults, over 60 years of age, who experienced a fall in the previous 12 months participated. Subjects were divided into two groups (low-fear and high-fear) and compared on scores on a Fear of Falling questionnaire, the Falls Efficacy Scale, the Philadelphia Geriatric Center Pain Intensity Scale, the Ways of Coping Checklist-Revised, the Geriatric Depression Scale-15, and the State–Trait Anxiety Inventory for Children. At least a little fear of falling was reported by 25 (83.3%) of the individuals who had fallen. Highly fearful fallers were significantly more likely to endorse higher levels of pain and general anxiety than fallers reporting low levels of fear of falling. Future directions for research were noted.     

Emotion as a Mediator of the Influence of Gender on Advertising Effectiveness: Gender Differences in Online Self-Reports

This study featured a mixed-model repeated measures ANOVA design wherein subjects were exposed to three emotional and three nonemotional public service advertising appeals. The results showed that in online self-reporting situations where message recipients report on their emotions immediately after exposure to an affectively charged advertising appeal, women reported significantly stronger emotions than their male counterparts only in response to the three emotional ads. The findings also showed that even when individual differences in affect intensity were accounted for, emotion was clearly the factor that mediated the influence of gender on advertising effectiveness in all three emotional ads.     

Fear of AIDS and Homophobia Scales in an ethnic population of university students

This replication extended R. A. Bouton et al.'s (1987) Fear of AIDS and Homophobia Scales to an ethnic sample of university students in an attempt to understand the relation between the expression of fear of HIV/AIDS and homophobia in ethnic groups. The results of the present study suggest that ethnic groups have a greater fear of HIV/AIDS, as they were more homophobic than the sample surveyed by R. A. Bouton et al. Although the correlation between fear of AIDS and homophobia was significant, results suggest the relation between them is weaker than it was 20 years prior to the present study. The ethnic populations represented in this study did not have greater fear of AIDS by gender. Considering ethnicity, female and male participants showed significant differences in homophobia. As in the original study, male participants were more homophobic than were female participants.     

Predicting Intentions of AIDS-Preventive Behavior Among Adolescents

The aim was to predict adolescents' i]ntentions of regular condom use on the basis of an extended version of Ajzen and Fishbein's (1980) theory of reasoned action. Attitude and subjective norm concerning regular condom use were measured along with their antecedent beliefs and evaluations, with fear of AIDS and knowledge about AIDS included as additional variables. A mixed-gender sample comprising both sexually active and sexually inexperienced adolescents was studied. The results strongly support the impact of attitude toward regular condom use as a determinant of a corresponding behavioral intention. Normative pressures failed to predict intentions of regular condom use, as did fear of AIDS and knowledge about AIDS. The findings are discussed with respect to intervention campaigns aimed at promoting condom use among adolescents as an AIDS-preventive measure.     

Reading About AIDS and Cognitive Coping Style: Their Effects on Fear of AIDS and Homophobia

An experiment was conducted to investigate the effects of reading about AIDS on fear of AIDS, knowledge of AIDS, and homophobia. Introductory psychology students read one of three magazine articles: one stressing the low likelihood of contracting AIDS through casual contact (reassuring article), one stressing the high likelihood of contracting AIDS through casual contact (alarming article), or a control article that did not mention AIDS. Compared to the control group, subjects who read the reassuring article were lower in fear of AIDS, whereas subjects who read the alarming article were higher; the articles had no effect on knowledge of AIDS or homophobia. In addition, subjects were classified on the basis of their cognitive coping style (high vs. low monitors) and sex. High monitors tended to be more fearful of AIDS but were neither better informed about AIDS nor more homophobic than low monitors. Men were more fearful of AIDS and more homophobic than women.     

The costs of selecting power bases or messages associated with the opposite sex

A study was conducted to examine the interpersonal costs of using power bases associated with the opposite sex. The study also tested two hypotheses regarding influence differences associated with two statistical interactions: (1) the sex of the source by the sex-type of the message, and (2) the sex of the subject by the sex-type of the message. Subjects (N=387) viewed a videotype containing one of six speakers (three males, three females) delivering one of two speeches (about gun control or child care centers) and using one of two power bases (helplessness or expertise). The results indicated that speakers using power bases associated with the opposite sex were liked less and regarded as less competent and qualified than their counterparts. The results also indicated that female speakers aroused more belief in the child care message and male speakers aroused more belief in the gun control message than did the other speaker-message combinations. No significant effects were associated with the interaction between subjects' sex and message. Among other findings, female subjects generally rated the messages and the speakers more positively than did male subjects.     

Effects of short‐term cosmetic versus long‐term health fear appeals in anti‐smoking advertisements on the smoking behaviour of adolescents

A field study exposed 235 high school students to anti‐smoking advertisements over a five‐month period to test the effectiveness of short‐term cosmetic versus long‐term health fear appeals in preventing or reducing smoking. The study was a longitudinal experiment with two experimental groups and a control group. Smoking behaviour was measured prior to message exposure on television, in magazines and on the internet, and at the end of the study period. The primary results were that average smoking declined for subjects exposed to either type of anti‐smoking fear appeal but not for the control group and short‐term cosmetic fear appeals were more effective for males but long‐term health fear appeals were more effective for females. Copyright © 2003 Henry Stewart Publications.     

Sex differences in listening comprehension

In order to examine the effect of sex of the speaker on listening comprehension in a public speaking situation, 60 male and 60 female subjects viewed either a male or female speaker presenting a talk on either a masculine (chess), feminine (interior decorating), or neutral (snow skiiing) topic. The results supported the hypotheses that when a male speaks he is listened to more carefully than a female speaker, even when she makes the identical presentation. No differences were found when the topic was biased towards one sex; males were still recalled better than females. The above relationships were also true for male and female subjects; both recalled information more accurately from male speakers than from female ones. Rating of informativeness of the presentation showed no difference for sex of the speaker; but effectiveness ratings of the speaker indicated that while both male and female subjects rated male speakers equally effective, the same was not true for the female speakers. Male subjects rated the female speakers significantly more effective than they did male speakers, whereas female subjects rated male and female speakers equally effective.This article is based in part on the first author's master's thesis, submitted to the Graduate School, University of North Carolina at Greensboro, under the direction of the second author. This research was supported in part by the Center for Creative Leadership, Greensboro, North Carolina. A portion of this paper was presented at the 23rd Southeastern Psychological Association Convention, Hollywood, Florida, May 1977.     

The Impact of Negative Campaign Ads

We compared negative and positive ads in the context of a fictitious election. Participants read a strong or weak message supporting one candidate (positive ad) or derogating the opposition candidate (negative ad). The strong positive message had a greater impact on attitudes toward the candidates than the weak positive message, but message strength had no significant effect for negative messages, suggesting that positive messages are centrally processed, and negative messages serve mainly as peripheral cues. Accordingly, a strong positive message was more effective than a weak positive message, but a weak positive message was less effective than a weak negative message. We conclude that negative political ads are advisable only when candidates cannot provide strong arguments to support their candidacy.     

Who’s Afraid of the Big Bad Wind? Origins of Severe Weather Phobia

Natural Environment phobia include fears cued by events such as severe weather. Given the limited research in this area, the present study sought to assess the prevalence and learning history origins of these fears, as well as their relation to anxiety sensitivity (AS). Study One participants included 533 (66%F) undergraduates who completed the Weather Experiences Questionnaire. Overall, 42?% reported exposure to a severe weather event (e.g., hurricanes); 16?% reported high- and 44?% low-fear about weather. Thirty-three from each group participated in Study Two, wherein one high-fear participant approximated the diagnostic criteria for severe weather phobia. High-fear participants cited direct conditioning (43?%) followed by vicarious conditioning (39?%) as the most common learning pathways. The remaining18% could not recall the source of their fear and none identified operant conditioning. One-third cited mothers (versus 8?% fathers) as sharing similar fears. Most had not witnessed parents hurt, frightened, or distressed by severe weather but claimed parents had warned them about severe weather. High- (vs. low-) fear participants revealed more AS-somatic versus AS-cognitive or AS-social concerns. The importance of such research in light of the increasing frequency of severe weather events is discussed.     

What Matters More—Breaking Tradition or Stereotype Content? Envious and Paternalistic Gender Stereotypes and Advertising Effectiveness

The outcomes of 2 experiments investigating the effectiveness of advertisements that use (non)traditional stereotypes of women (Experiment 1) or men (Experiment 2) are reported. Effectiveness of the ads was tested in relation to perceivers' attitudes toward female or male gender roles, respectively. The main finding was that for both male and female versions of the advertisements, the paternalistic ad strategies were more effective than were the envious ones, supporting the predictions of the stereotype content model over the classic prediction of negative effects of nontraditional gender portrayals for advertising effectiveness. Moreover, attitudes toward gender roles played only a limited role in determining ad effectiveness. Theoretical and practical implications are discussed.     

Predicting Undergraduate Condom Use with the Fishbein and Ajzen and the Triandis Attitude-Behavior Models: Implications for Public Health Interventions1

The present study used two social-psychological theories of attitude-behavior relationships to investigate condom use by college undergraduates. One purpose of the present research is to provide information for public health practitioners to better design theory-based interventions to reduce the incidence of STD's by increasing the use of condoms. Another purpose is to compare the relative usefulness of two attitude-behavior models in predicting condom use. The Fishbein and Ajzen theory of reasoned action (Ajzen, 1988; Fishbein & Ajzen. 1980) was compared with a version of Triandis' theory of attitude-behavior relations (Triandis, 1977). Of major interest was whether variables in this version of the Triandis model increased the explanatory power of the Fishbein and Ajzen model in the prediction of condom use intention and behavior. In addition, specific outcome beliefs and normative beliefs held by subjects were used to predict condom use. One hundred and ninety college undergraduates were given a questionnaire designed to measure the components of the two models. Three months after completing the questionnaire, subjects were contacted by phone to record the subject's frequency of condom use (if the subject reported having had intercourse) during the 3-month period between initial assessment and follow-up. In the prediction of intention to use a condom, results indicate that one variable from the Triandis model, personal normative beliefs, increases the explanatory power offered by the expectancy value and normative belief components of the Fishbein and Ajzen model. In the prediction of reported condom use during the 3-month follow-up period, two variables from the Triandis model—perceived susceptibility and AIDS fear—significantly increased the predictive power of the Fishbein and Ajzen model. Based on these results, the authors propose an alternative model to explain undergraduate condom use. The implications of these findings for public health interventions to encourage the use of condoms is discussed.     

Gender differences in the perception of women in magazine advertising

Male and female college students (N=137) rated 10 control and 10 target magazine advertisements for appeal and for the perceived sexism displayed in the ads. Males did not differ in their ratings of target and control ad appeal. Females rated target ads as less appealing than control ads, and gave target ads lower appeal ratings than did males. Females also rated target ads as more sexist than did males, although both sexes rated target ads as more sexist than control ads. All subjects also completed the Attitudes Toward Women Scale, on which females displayed more liberal attitudes than males.