The reinforcing effects of the recommendation in the threatening communication

An instrumental escape conditioning paradigm was used to test the drive reducing effects of the recommendation in a threatening communication. Analogies were drawn between threatening communications and conditioning. Instrumental response speed was a monotonic decreasing function of delay of reinforcement: 0, 2, 6 sec (p less than .001). Each of the three delay groups acquired the instrumental response (p less than .001). Speed = 1/latency, automatically measured to .01 sec by a Lafayette digital stop clock. The Ss were 54 undergraduate males. A procedure was introduced to allow the separation and analysis of the drive inducing and reinforcing components of a threatening communication. Significant differences were detected between the reinforcing effects of communications (p less than .008). The results were interpreted in terms of the fear reduction model of persuasive communication.