Social Signals, Personal Choices: Matching Messages with Motives

Social Signals, Personal Choices: Matching Messages with Motives

Jennifer Tucker, Ph.D.

Presented at the Centers for Disease Control and Prevention (CDC) National Conference on Health Communication,Marketing, and Media – August 2011

Session Goals

• Describe reversal theory, a structural model focused on motivation, emotion and change

• Use reversal theory model to systematically evaluate different health and risk communication pieces

– What motive is the piece trying to evoke? – What might the piece unintentionally trigger? – What are the risks of “message backfire” and how

might that be mitigated?

What is Reversal Theory?

• Psychological theory focusing on motivation and emotion

• Structural model with eight motivational states, organized into pairs of opposing motives

• Stresses changeability: You reverse between states as the meaning to attach to a situation changes

• Positive and negative emotions linked to whether your motives are met or not: Change states to change emotion

• Examples of research base: smoking cessation, seat belt use, adherence to exercise programs, disordered eating

Reversal Theory Model

• Motivated by goals and future impacts? You’re in Serious state. Motivated by the fun of the process and moment? You’re in Playful state.

• Motivated by rules and knowing what’s expected? You’re in Conforming state. Motivated by freedom, pushing back? That’s Rebellious state.

• Motivated by power and ability – for yourself or another? You’re in Mastery state. Motivated by care and compassion? That’s Sympathy state.

• Motivated by your own needs? You’re in Self state. Motivated by someone else’s needs? You’re in Other state.

ConformingRules = Comfort

Values Belonging & “Should Dos”

MasteryPower, Ability

Values Control & Strength

ENDS-MEANS

SeriousFuture Focused

Values Goal Achievement

SelfSelf-Oriented

Values Personal Accountability

RebelliousFreedom

Values Change & Independence

SympathyRelationship, Care

Values Compassion& Connection

OtherValues Giving, Generosity & Others’ Needs

PlayfulIn-the-MomentValues Fun &Excitement

ME-YOURelationships

POWER-CARETransactions

RULES-FREEDOM

Serious and Playful

• Serious messaging focuses on risk avoidance, consequences, goals

– Backfire Risk: Perceived as fear-mongering. When consequences are too scary, they can be paralyzing or just make people laugh.

• Playful messaging makes the message fun and stresses immediate action steps

– Backfire Risk: Perceived as trivializing risks, wasting time and money, or devaluing people struggling with particular condition.

ENDS-MEANS




Conforming and Rebellious

• Conforming messaging focuses on rules, proven procedures, “should do’s”

– Backfire Risk: Predictability can lead to complacency. Can trigger anger against “Big Brother.”

• Rebellious messaging pushes against status quo and calls for change

– Backfire Risk: Perceived as undermining the establishment or blaming the system. May cause people to question your facts/statistics.



RebelliousFreedom


RULES-FREEDOM

Mastery and Sympathy

• Mastery messaging focuses on empowering ability, strength, and solutions for self or other

– Backfire Risk: Perceived as insensitive to real people, too focused on the science or tactics, or overly violent in imagery.

• Sympathy messaging focuses on compassion and caring for self or other

– Backfire Risk: Can make people feel sorry for themselves or have empathy for others without knowing what to do.






Self and Other

• Self messaging focuses on empowering individuals to take action and/or care for themselves

– Backfire Risk: Perceived as “blaming the victim” or overwhelming for those with low self-efficacy or empowerment.

• Other messaging focuses on “do it for family, your kids, the greater good”

– Backfire Risk: Can make the motive too abstract, can undermine personal responsibility and accountability.

SelfSelf-Oriented



ME-YOURelationships

Zombie Apocalypse (CDC)

Playful, Conforming, Mastery, Self

http://blogs.cdc.gov/publichealthmatters/2011/05/preparedness-101-zombie-apocalypse/

http://blogs.cdc.gov/publichealthmatters/2011/05/preparedness-101-zombie-apocalypse/

Reactions Can Be Predicted….

And Used to Anticipate and Respond to Negative CommentsMay 17, 2011 at 5:00 pm ET - Trevor • Using the zombie apocalypse is a fun way to get people

thinking about the basics of being prepared for an emergency.

• While I have yet to meet a zombie, I have been through a couple of power outages.

• Link to this comment• May 17, 2011 at 5:18 pm ET - Bo • A “zombie apocalypse?” Is this for real? My tax dollars

funding CDC nonsense? What’s next, Preparedness 102 – Mall Ninja’s Unite? Give me a break.

• Link to this comment

Seatbelt Awareness

Serious, Rebellious (In Creation)/Conforming (In Desired Impact), Sympathy, Other

“Embrace Life was deliberately developed to provide a counter-point to the hard-hitting 'shock and awe' advertising so common to road safety.” http://www.sussexsaferroads.gov.uk/safer-for-all-drivers/embrace-life-seatbelt-campaign.html

Breast Cancer Prevention Video

Serious, Rebellious, Mastery, Self

Sequence of screen shots from Breast Cancer Awareness Video

We face more choice for everything

According to experts, the vast majority of breast cancer can be attributed to environmental and life style choices.

Choose to use less plastic

Choose to be your own advocate

Keep a Breast Foundation - Non Toxic Revolution: http://www.kabntr.org/

Video with Reversal Theory Analysis: http://reversaltheory.net/RT/reversal-theory-training/keep-a-breast/

Planning Your Message, Anticipating Impact

• Motivated by goals and future impacts? You’re in Serious state. Motivated by the fun of the process and moment? You’re in Playful state.

• Motivated by rules and knowing what’s expected? You’re in Conforming state. Motivated by freedom, pushing back? That’s Rebellious state.

• Motivated by power and ability – for yourself or another? You’re in Mastery state. Motivated by care and compassion? That’s Sympathy state.

• Motivated by your own needs? You’re in Self state. Motivated by someone else’s needs? You’re in Other state.





ENDS-MEANS



SelfSelf-Oriented


RebelliousFreedom






ME-YOURelationships


RULES-FREEDOM

Making Contact

• Reversal Theory Resources: Resources and Articles:

http://typetalk.com/oka/2010/06/05/reversal-theory-motivation/

Video Clips:

http://www.reversaltheory.net

Research Community:

http://www.reversaltheory.org

• Speaker Contact Information: Jennifer Tucker, Ph.D.

E: [email protected]

T: @4tuckertalk

Social Signals, Personal Choices: Matching Messages with Motives

Health & Medicine

change backfire risk

self state

dos backfire risk

goals backfire risk

comfort values

mastery state

playful state

conforming state