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.
Conforming Rules = Comfort Values Belonging & “Should Dos” Mastery Power, Ability Values Control & Strength ENDS- MEANS Serious Future Focused Values Goal Achievement Self Self-Oriented Values Personal Accountability Rebellious Freedom Values Change & Independence Sympathy Relationship, Care Values Compassion & Connection Other Values Giving, Generosity & Others’ Needs Playful In-the-Moment Values Fun & Excitement ME-YOU Relationships POWER-CARE Transactions 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 Serious Future Focused Values Goal Achievement Playful In-the-Moment Values Fun & Excitement

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.
Conforming Rules = Comfort Values Belonging & “Should Dos” Rebellious Freedom Values Change & Independence 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.
Mastery Power, Ability Values Control & Strength Sympathy Relationship, Care Values Compassion & Connection POWER-CARE Transactions

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.
Self Self-Oriented Values Personal Accountability Other Values Giving, Generosity & Others’ Needs ME-YOU Relationships

Zombie Apocalypse (CDC) Playful, Conforming, Mastery, Self
http://blogs.cdc.gov/publichealthmatters/2011/05/preparedness-101-zombie-apocalypse/

Reactions Can Be Predicted…. And Used to Anticipate and Respond to Negative Comments
May 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.
Conforming Rules = Comfort Values Belonging & “Should Dos” Mastery Power, Ability Values Control & Strength ENDS- MEANS Serious Future Focused Values Goal Achievement Self Self-Oriented Values Personal Accountability Rebellious Freedom Values Change & Independence Sympathy Relationship, Care Values Compassion & Connection Other Values Giving, Generosity & Others’ Needs Playful In-the-Moment Values Fun & Excitement ME-YOU Relationships POWER-CARE Transactions 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: jtucker@tuckertalk.net T: @4tuckertalk

Social Signals, Personal Choices: Matching Messages with Motives

by Jennifer Tucker on Aug 06, 2011

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Social Signals, Personal Choices: Matching Messages with Motives — Presentation Transcript