The Problem with Remaining Silent: Exemplification Effects and Public Image

Abstract

A news report on the use of Lean Finley Textured Beef (LFTB) was created in order to examine the effects of exemplars. Respondents read a news story with exemplars about Lean Finely Textured Beef, a story with exemplars about LFTB followed by a factual government blog, or a factual government blog and then the story with exemplars. Respondents reported their perceptions of severity, susceptibility, and behavioral intentions. Outcomes were found to be highest for the exemplar-only condition and lowest for the blog followed by the story with exemplar. Results are discussed in terms of implications for public relations and risk communication.Audiences rely on varying heuristics and different types of information to make judgments concerning the environment around them. Exemplification theory (Zillmann, 2006) suggests that simple, iconic, visually striking, and emotionally arousing images may be especially effective in persuading members of the public, because they may be more easily stored in memory and retrieved for later reference.

An IDEA Model Analysis of Instructional Risk Communication in the Time of Ebola

“…The failure to offer positive exemplars in the messages shared by the CDC, Dallas news stories, and international organization websites as a counter to them appears to be an unfortunate oversight. Research has reported that positive exemplars can be effective in countering negative ones, reducing fear, and fostering self-efficacy, but only if they are actually offered and received by target populations (D. D. Sellnow & Sellnow, 2014a;Spence et al, 2015;Spence, Sellnow-Richmond, Sellnow, & Lachlan, 2016).…”

“…To clarify, the use of exemplars may help people internalize the relevance and potential impact of Ebola on them and their loved ones. Similarly, exemplars might serve as effective cognitive shortcuts to increase understanding of complex information about the virus (explanation) and, ultimately, to foster appropriate self-protective actions (Spence, Lachlan, Lin, Sellnow-Richmond, & Sellnow, 2015). On the basis of the implications of the messages sent during the Ebola megacrisis in the United States and the tenets of the IDEA model and exemplification theory, the authors sought to answer the following four research questions (RQs): …”

That Is So Gross and I Have to Post About It: Exemplification Effects and User Comments on a News Story

“…Previous exemplification research has looked at issues of susceptibility and severity of threats (Brosius & Bathelt, 1994;Spence et al, 2015Spence et al, , 2016Westerman et al, 2009, Westerman, Spence, andLachlan, 2012;Zillmann, Gibson, Sundar, & Perkins, 1996). Exemplification effects have been studied in numerous contexts and modalities.…”

Exemplification effects: responses to perceptions of risk

“…EPPM is typically a more active theory, and it suggests that message creators can inspire fear to get an audience's attention, but only if enough efficacy that the prescribed behavior will adequately deal with the fear is also inspired. However, exemplification theory is more of a passive theory, suggesting what happens to people as a result of being exposed to news stories presented through exemplars (although Spence et al 2015 has recently suggested how exemplification theory could be used strategically by message planners to motivate actions). Although EPPM argues that fear appeals are used with the intention of changing behavior and exemplification theory argues that people may change unintentionally as a result of exposure to exemplars, the theoretical concepts share many characteristics.…”

“…Finally, the article explained how LFTB was inspected and regulated. For a more comprehensive description of the procedures and experimental stimulus see Spence et al 2015.…”