Fear Appeals for Individuals in Different Stagesof Change: Intended and Unintended Effectsand Implications on Public Health Campaigns

Abstract

This study represents an initial attempt to examine the intended and unintended effects of fear appeals among individuals in different stages of change. Toward this end, a pilot study investigated the effects of fear appeals promoting skin cancer preventive behavior among college students. After being exposed to fear appeals, individuals who were in the precontemplation stage indicated a greater likelihood of thinking defensively and fatalistically regarding the facts on health risk than those who had intended to engage in or who had previously engaged in preventive behavior. Concurrently, after being exposed to fear appeals, those who were in the precontemplation stage reported less favorable attitudes toward message recommendations, weaker intentions to engage in recommended behavior, and less performance of preventive behavior than those who had contemplated or had previously engaged in preventive behavior. Implications of these results on future public health campaigns are discussed.