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AbstractResearch based on the terror management health model demonstrates that highlighting death as a consequence of risky behavior can lead to unintended responses to health communications. In two studies, we investigate whether a form of social loss message frame can motivate someone to change his or her behavior to prevent negative health consequences. In Study 1, we compare social loss and physical mortality print messages in the context of "texting while driving." Overall, social loss as opposed to physical mortality messages facilitate greater intent to reduce risky health behaviors when death‐related cognitions have been removed from conscious awareness. In Study 2, we manipulate message framing and self‐affirmation in the context of "smoking." We find that highlighting family members' inability to cope when one dies can result in health messages that facilitate the acknowledgment of the health risk and reduce risky health behaviors. This effect is enhanced when individuals affirm on the importance of "relationships with family and friends" prior to viewing health messages. The implications for the terror management health model are discussed noting that death can be effectively used in health communication when framed as relationship protection rather than one's physical mortality.

Abstract
Marketers and public policy makers continue to be plagued with the problem of creating effective communications, which can increase the probability of complying with risk avoidance behavior related to smoking. Using Terror Management Theory (TMT) as a theoretical basis, we provide a rationale as to why traditional anti‐smoking appeals focusing on negative health consequences are not impactful. We use the implications of the theory to predict and show that an appeal focusing on social exclusion should be more motivating than a health appeal to encourage smokers to quit in the short and long run. Specifically, we conduct an experiment designed to investigate the impact of mortality salience and self‐esteem on whether college‐age smokers will comply with anti‐smoking messages. We observe that social exclusion messages compared to health effect messages are particularly effective in reducing intentions to smoke for college‐age smokers who derive their self‐esteem in part from smoking. Overall, our results show that mortality salience interacts with self‐esteem in terms of influencing the probability of smoking in the short run and that social exclusion appeals have a stronger impact than health‐related appeals both in reducing long run smoking intention and emphasizing the salience of health‐related consequences of smoking.
Copyright © 2009 John Wiley & Sons, Ltd.

This research investigates the cognitive perceptual process that homeowners go through when faced with the decision to protect themselves from the risk of wildfires. This decision can be examined by looking at the interaction between the integrated protection motivation theory—transtheoretical model and different levels of homeowners' subjective knowledge related to wildfire risks. We investigated the role of motivation, decision stages of risk readiness, and subjective knowledge on the number of risk‐mitigating actions undertaken by homeowners living in high‐risk communities. The results indicate that homeowners who are in an early or precontemplative stage (both low and high subjective knowledge) as well as low knowledge contemplatives are motivated by their perceived degree of vulnerability to mitigate the risk. In contrast, high knowledge contemplatives' potential behavioral changes are more likely to be motivated by increasing their perceptions of the severity of the risk. Risk‐mitigating behaviors undertaken by high knowledge action homeowners are influenced by their perceptions of risk severity, self‐efficacy, and response efficacy. In contrast, the low knowledge action homeowners engage in risk reduction behaviors without the influence of any of the PMT variables; demonstrating their motivation to emulate others in their community. These results have implications for the type of information that should be used to effectively communicate risks in an effort to influence the diverse homeowner segments to engage in risk‐reduction behaviors.