Dynamic Fear in Fear Appeals: Applying Fear Appeals to Environmental Communication in China

Abstract

This study investigates the role of dynamic fear in the effectiveness of communicating health threats (i.e. fear appeals) of ground-level ozone among Chinese citizens. An online survey revealed that fear appeal messages effectively enhance the audience’s risk perceptions, efficacy beliefs, and acceptance of the message. Crucially, dynamic fear reduction process positively predicts engagement in protective behaviors (i.e. danger control process) and negatively predicts engagement in fear control processes, such as message denial. Presenting severity before susceptibility resulted in a more positive attitude toward the message recommendation. These findings highlight that communicating health-threats about climate pollution is effective in raising awareness and motivating protective behaviors. Furthermore, our study underscores the importance of dynamic fear, specifically fear reduction, in increasing fear appeals’ effectiveness in communicating climate issues from a health perspective.