New Research Suggests Contempt Is Key Emotion To Success Of Gun Control PSAs

Published: Wednesday, July 7, 2021 - 12:01pm
Updated: Monday, July 12, 2021 - 8:46am
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New research suggests targeting a specific emotion may prove helpful for advocates of gun control measures.

The study done by researchers at Arizona State University had people sit in front of a laptop, complete a questionnaire and then watch two public service announcements on gun violence.

While they watched they were recorded, with researchers analyzing their facial reactions. After each PSA, they were asked to rate how angry, fearful, sad and contemptuous they felt.

Kim Fridkin, foundation professor of political science at ASU, was one of the researchers on this project.

She says they were looking at whether the strength of a negative emotional reaction influenced both what people learned from the PSAs and their attitudes toward gun control and their level of political engagement on gun issues.

The Show spoke with Fridkin to learn how the PSAs affected people's thoughts on gun control.

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