İş Güvenliği İletişim Mesajlarında Korku Çekiciliğinin Kullanımı: Deneysel Bir Çalışma

Yıl 2020, Sayı: 36, 253 - 267, 31.12.2020

Selin Türkel , Sema Misci Kip , Feyza Elif Yasdıman

https://doi.org/10.17829/turcom.842695

Öz

İşçileri iş güvenliği hakkında bilgilendirmek ve gereken önlemleri almaya teşvik etmek için ikna edici iletişim mesajları önem taşımaktadır. Korku çekiciliği, halk sağlığı ve iş güvenliği iletişim mesajlarıyla bireyleri ikna etmek için geniş olarak kullanılmaktadır. Bu deneysel çalışmada, işçilerin yaralanma tehdidi içeren ve içermeyen mesajlara maruz kaldıklarındaki tutumları, etik algıları, korku duyguları ve davranışsal niyetleri karşılaştırılmaktadır. Araştırma sonuçlarına göre, yaralanma tehdidi içeren mesaja maruz kalan grupla, yaralanma tehdidi içermeyen mesaja maruz kalan grup arasında mesaja yönelik tutumlar ve etik algıları açılarından istatistiksel olarak fark vardır. Buna karşılık, gruplar arasında korku duyguları ve davranışsal niyet açılarından anlamlı bir farklılık bulunmamıştır. Tüm bu nedenlerden dolayı, iş güvenliği üzerine çalışan dernekler, kamu kurumları, pazarlama uzmanları ve iş güvenliği uzmanları yaralanma tehdidi içeren mesajlar kullanımında dikkatli olmalıdır.

Anahtar Kelimeler

Korku Çekiciliği, iş güvenliği, tutumlar, Algılanan Etiklik, korku duyguları, Davranışsal Niyet

Use of Fear Appeal in Work Safety Messages: An Experimental Study

Öz

Persuasive communication messages are important in order to inform and motivate workers and encourage them to take work safety precautions. Fear appeals are broadly used to persuade individuals in public health and work safety communication messages. This experimental study compares attitudes, perceived ethicality, fear emotions, and behavioral intention of workers when exposed to a stimulus containing the threat of physical injury message, compared to a stimulus without such a message. Findings reveal statistically significant differences in terms of attitude toward the message and perceived ethicality when comparing two treatments. However, no significant differences emerged in fearful emotions and behavioral intention. Therefore, associations on work safety, governmental organizations, social marketers, and occupational safety specialists should be cautious about the effectiveness of threat of injury messages.

Anahtar Kelimeler

Fear Appeal, work safety, attitudes, Perceived Ethicality, fear emotions, Behavioral Intention

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