A Terror Management Perspective on the Persuasiveness of Fear Appeals

Abstract

We use terror management theory (TMT) to show that the nature of the threatening consequences included in fear‐appeal communications influences the responses to the messages promoted in such communications. On the basis of differences between death‐related consequences and non‐death‐related consequences, they provide an explanation for maladaptive responses to fear appeals. Results from 2 experiments indicate that participants who were highly committed to a worldview of drinking alcohol rejected socially acceptable attitudes toward drinking and driving when the message containing such attitudes was accompanied by a fear appeal that contained death as a consequence, but not when fear appeals contained the fear of arrest or serious injury. Participants perceived their level of experienced fear to be the same across the experimental conditions. The results have implications for considering the qualitative nature of the threatening consequence in fear‐appeal research and for using TMT to understand maladaptive responses to fear‐appeal communications.