Which type of audience is characterized as high appetitive and low defensive?

The audience characterized as high appetitive and low defensive is indeed the risk takers. This group tends to seek new experiences, embrace challenges, and show a willingness to engage with new ideas or information without significant hesitation or fear of negative outcomes. Their high appetitive nature suggests they are motivated by rewards and opportunities, making them more open and receptive to communication strategies that encourage active participation or advocacy. This openness can facilitate effective public communication campaigns, as these audiences are more likely to respond positively to calls to action or innovative concepts.

In contrast, inactives, coactives, and risk avoiders exhibit different behavioral tendencies that do not align with the characteristics of being high appetitive and low defensive. Inactives are typically disengaged and less likely to participate, coactives may exhibit a blend of both avoidance and engagement depending on the context, and risk avoiders inherently possess a tendency to steer clear of situations perceived as threatening or uncertain. Thus, risk takers represent the ideal audience for campaigns aiming to motivate engagement and exploration.