A group of students launch a campaign to reduce malaria.The campaign's theme is "Malaria Kills: Why Aren't You Stopping It?" and is targeted at the general public.Jennifer Jacquet's research predicts this campaign will be ineffective because it is using shame to promote change,and shame doesn't work when:
A) people live in a shameless society.
B) the word shame isn't used explicitly.
C) the problem lacks a clear guilty party.
D) people feel overwhelmed with global problems.

Question

A group of students launch a campaign to reduce malaria.The campaign's theme is "Malaria Kills: Why Aren't You Stopping It?" and is targeted at the general public.Jennifer Jacquet's research predicts this campaign will be ineffective because it is using shame to promote change,and shame doesn't work when: 
A) people live in a shameless society. 
B) the word shame isn't used explicitly. 
C) the problem lacks a clear guilty party. 
D) people feel overwhelmed with global problems.

Quizplus · Accepted Answer

Jennifer Jacquet's research suggests that shame works best when there is a clear guilty party who can be identified and held accountable. In the case of malaria, there is no clear guilty party, making shame as a motivator less effective.

A Group of Students Launch a Campaign to Reduce Malaria