Sixty years of fear appeal research: current state of the evidence.

Fear appeals threatening the individual have been shown to be powerful persuasive devices in the cultures where they have been studied. However, most fear appeal research has been conducted with members of individualist cultures. Individualist cultures place self-needs above group concerns, while collectivist cultures place group needs above self-concerns. Little is known about the effectiveness of fear appeals (or other persuasive strategies) in collectivist cultures. Two studies assessed the effectiveness of AIDS-prevention fear appeals threatening the self versus fear appeals threatening the group (i.e., family) on members of individualist and collectivist cultures. The first study focuses on African American and Mexican immigrant junior high school youth. The second study focuses on U.S. and Taiwanese college undergraduates. The results indicated that fear appeals should address cultural orientation (i.e., individualist versus collectivist orientation) to achieve maximum effectiveness. The results also indicate that one cannot assume cultural orientation based on ethnicity.

This systematic review of 54 cross-disciplinary peer-reviewed causal empirical studies helps public health officials, researchers, and healthcare professionals better comprehend the effects of fear appeals in vaccine promotional campaigns on message processing, persuasion, vaccination attitudes, and vaccination intentions. This review documents inconsistent findings across studies, which it attempts to clarify by considering differences in research designs, sample populations, and outcomes measured. In general, we find that fear appeals increase risk perceptions, message involvement, and vaccination attitudes. However, fear appeals have less influence on vaccination intentions, especially among female and general adult populations or populations from the U.S. and other Western cultures. On the other hand, the effect of fear appeals on vaccination intentions is stronger among student populations and those from China (People’s Republic of China and Hong Kong) and other non-Western cultures. Also, fear appeals are less persuasive when promoting COVID-19 vaccines and boosters than they are for other vaccines (e.g., HPV, influenza, MMR). Future research should compare fear appeal effectiveness in messages across vaccines or when combined with other executional elements, such as the endorser or type of evidence provided. Finally, future studies should explore other methodological approaches and measure underexplored message outcomes, such as vaccine uptake behavior, in more naturalistic settings.

Fear appeals are a form of discourse that arouses emotional imbalance which triggers a desire to alleviate the ensuing uneasiness. Often, such appeals result in some forms of behavioural changes, at least temporarily. In public discourse, the behavioural changes are expected to be compliance towards the fear appeal advocations. Previous studies reveal that the effect of fear appeals is largely decided by threat-framing strategies (Furedi, 2006). This study examines how threat-framing strategies are constructed to produce fear appeals in public service announcement (PSA) videos. Data for our analysis comprise of 13 PSA videos from the Nature Is Speaking campaign that was launched in 2014. These videos use a unique narrative perspective, with Nature highlighting its superior power and its indispensability to humans. We adopt the Proximisation Theory (PT) proposed by Piotr Cap (2013) to identify instances of threat occurrences. According to PT, a threat occurs when an external agent or force, referred to as “the outside-deictic-centre” (ODC), is conceptualised as crossing the space to invade another central figure in the narrative, referred to in PT as “the inside-deictic-centre” (IDC). Our analysis reveals that through different choices of nouns and pronouns, Nature is constructed as the ODC that threatens humans, the IDC. The threat-framing strategies were often found to be amplified through analogies, assertions, rhetorical questions, and parallel structures. This study adds to our understanding of how fear appeal PSAs are constructed; future research needs to further examine the effectiveness of these PSAs through public surveys.

There is a strong view among climate change researchers and communicators that the persuasive tactic of arousing fear in order to promote precautionary motivation and behavior is neither effective nor appropriate in the context of climate change communication and engagement. Yet the modest research evidence that exists with respect to the use of fear appeals in communicating climate change does not offer adequate empirical evidence—either for or against the efficacy of fear appeals in this context—nor would such evidence adequately address the issue of the appropriateness of fear appeals in climate change communication. Extensive research literatures addressing preparedness, prevention, and behavior change in the areas of public health, marketing, and risk communication generally nonetheless provide consistent empirical support for the qualified effectiveness of fear appeals in persuasive social influence communications and campaigns. It is also noteworthy that the language of climate change communication is typically that of “communication and engagement,” with little explicit reference to targeted social influence or behavior change, although this is clearly implied. Hence underlying and intertwined issues here are those of cogent arguments versus largely absent evidence, and effectiveness as distinct from appropriateness. These matters are enmeshed within the broader contours of the contested political, social, and environmental, issues status of climate change, which jostle for attention in a 24/7 media landscape of disturbing and frightening communications concerning the reality, nature, progression, and implications of global climate change. All of this is clearly a challenge for evaluation research attempting to examine the nature and effectiveness of fear appeals in the context of climate change communication, and for determining the appropriateness of designed fear appeals in climate change communications intended to both engage and influence individuals, communities, and “publics” with respect to the ongoing threat and risks of climate change. There is an urgent need to clearly and effectively communicate the full nature and implications of climate change, in the face of this profound risk and rapidly unfolding reality. All such communications are, inherently, frightening warning messages, quite apart from any intentional fear appeals. How then should we put these arguments, evidence, and challenges “on the table” in our considerations and recommendations for enhancing climate change communication—and addressing the daunting and existential implications of climate change?

Review of various models of the fear communication process and research on the effectiveness of fear appeals indicates that fear arousal is a complex, individually unique emotion. Inconsistent results concerning the impact of fear appeals in consumer behavior are noted. Issues arising from employing fear appeals in advertising are outlined and practical guidelines for their use are presented.

Background: Fear appeals are commonly used in health communication to reduce risk. It is not clear, however, whether familiarity with a health topic can lessen the threat intended. The use of unregulated dietary supplements among young adults is one such area that needs study. Purpose: The study examined the effect of fear appeals on self-protective behavior when college students were informed of the risks of consuming the dietary supplement creatine. It focused on students' responses to fear appeals that varied depending on their familiarity with the product. Methods: Students were assigned to one of 3 groups based on familiarity with creatine. A total of 121 college students viewed advertisements depicting creatine consumption side effects, followed by the main questionnaire including perceived risk, attitudes, and behavioral intention measures. Results: Fear appeal messages were most effective for those least familiar with creatine. Discussion: Familiarity based on previous experience is a factor that must be considered when presenting threatening health information. Translation to Health Education Practice: Health educators and practitioners should inform young adults about risks and proper consumption of dietary supplements before they develop a strong disposition toward the product without accurate knowledge of proper dose and potential side effects.

Although much effort has been made to study fear appeals in persuasive health communication, there is still mixed support for the effectiveness of this approach. Therefore, this research investigated the effect of invoked fear via health communication messages on crucial components of the Extended Parallel Process Model (EPPM) by focusing on the rarely examined interaction between perceptions of threat and efficacy and their effects on fear control and danger control processes as well as health-relevant outcomes. We recruited 447 participants (Mage =32.00years; 64% female) for a 2×2 between-subjects experimental study via quota sampling. While completing an online questionnaire, subjects were randomly assigned to view one of four versions of a mock website containing information about vaccinations against Ebola virus disease (EVD), which varied in threat and efficacy. After seeing the stimulus, participants completed assessments of their perceptions of threat and efficacy, evoked fear, adaptive and defensive responses to the presented message, attitudes, and intentions. Structure equationmodelling (SEM) was used to analyse the relationships within the model (EPPM). Promoting efficacy with respect to EVD was more effective than emphasizing threat, resulting in danger control rather than fear control processes. Although threat may be effective in attracting peoples' attention, there is a comparatively small effect of evoked fear on attitudes and intentions. The data support the assumption that there is an important association between threat and coping appraisals facilitating behaviour change. Moreover, the widely held notion that people have to be scared or threatened to encourage attitude and behaviour changes should be treated with caution. Communication should instead focus on efficacy to foster adaptive responses. Statement of contribution What is already known on this subject? There is mixed support for the effectiveness of fear appeals in persuasive health communication, especially regarding the interaction of threat perceptions and coping appraisals for fear and danger control processes. The Extended Parallel Process Model - being a current and often applied model to investigate the effects of fear appeals - suggests a multiplicative relationship between threat perceptions and coping perceptions Most studies applying conventional analysis strategies (e.g., [M] ANOVAs) indicate that perceptions and appraisals of threat and efficacy are not directly related to each other. What does this study add? It demonstrates the parallelism and interaction between threat appraisal and coping appraisal processes and demonstrates the usefulness of SEM in testing associations within the EPPM. It confirms the assumption of an important multiplicative association between threat and coping appraisals within the EPPM, while related cognitive processes still seem to operate independently. Adaptive responses to persuasive messages are mainly triggered using efficacy cues, not threat, which could also be triggered by promoting positive emotional experiences (e.g., gain-framing or entertainment education).

Fear appeals are a polarizing issue, with proponents confident in their efficacy and opponents confident that they backfire. We present the results of a comprehensive meta-analysis investigating fear appeals' effectiveness for influencing attitudes, intentions, and behaviors. We tested predictions from a large number of theories, the majority of which have never been tested meta-analytically until now. Studies were included if they contained a treatment group exposed to a fear appeal, a valid comparison group, a manipulation of depicted fear, a measure of attitudes, intentions, or behaviors concerning the targeted risk or recommended solution, and adequate statistics to calculate effect sizes. The meta-analysis included 127 articles (9% unpublished) yielding 248 independent samples (NTotal = 27,372) collected from diverse populations. Results showed a positive effect of fear appeals on attitudes, intentions, and behaviors, with the average effect on a composite index being random-effects d = 0.29. Moderation analyses based on prominent fear appeal theories showed that the effectiveness of fear appeals increased when the message included efficacy statements, depicted high susceptibility and severity, recommended one-time only (vs. repeated) behaviors, and targeted audiences that included a larger percentage of female message recipients. Overall, we conclude that (a) fear appeals are effective at positively influencing attitude, intentions, and behaviors; (b) there are very few circumstances under which they are not effective; and (c) there are no identified circumstances under which they backfire and lead to undesirable outcomes.

Fear appeals are frequently used in anti-smoking advertising. The evidence on the effectiveness of fear appeals is mixed, and in some studies strong fear appeals have been found to reinforce the undesirable behaviour. Individual self-efficacy may play a role in moderating the effects of fear appeals. In advertising contexts where the intention was to encourage socially desirable behaviours, it has been shown that greater self-efficacy is associated with a more positive response to fear appeals. Similarly, in such contexts, the perceived ethicality of a fear-appeal advertisement appears to be positively related to self-efficacy. The purpose of this article is to examine the relationship between self-efficacy, perceived ethicality, and the impact of advertising on behavioural intentions in a context where the aim is to discourage undesirable behaviour, namely anti-smoking advertising. Questionnaire data were gathered from 434 respondents in London, England. Respondents with higher reported self-efficacy were found to have more favourable views of the ethicality of fear-appeal advertising, more positive attitudes towards the advertising, and stronger intentions to quit smoking. It is recommended that when using fear appeals in advertising to discourage undesirable behaviour, advertisers should incorporate messages designed to enhance self-efficacy.

<p>This study addresses a crucial research gap by examining how Social Value Orientation (SVO) moderates the impact of various fear appeal messages on consumers’ intentions to purchase sustainable products. Unlike most previous research that often treats fear appeals as a single construct, this study deconstructs them into distinct components-physical, social, economic, and self-esteem-to assess their nuanced effects. Additionally, while past studies have primarily relied on images or text, this research innovatively incorporates multisensory experiences to explore changes in consumer behavior. The results show that, compared to the effects of physical fear appeals, social, economic, and self-esteem fear appeals influence purchase intentions differently depending on personality traits. Specifically, egoistic personalities respond more to economic appeals, while altruistic personalities are more influenced by social and self esteem appeals. These findings validate our hypotheses regarding SVO’s moderating effects and offer theoretical insights for future research and practical recommendations for managers and marketers aiming to enhance consumer purchase intentions through effective fear appeal communications.</p> <p> </p>

This study focused on the effectiveness of fear appeal messages used to arouse a threat in green advertising. An experiment recruited 175 participants to test the influence of the advertising appeal (fear vs. non-fear appeal), source (for-profit vs. non-profit organizations), and involvement with the environment on attitude toward the ad (Aad), attitude toward the product (Ap) and purchase intention (PI). Results revealed that a fear appeal in a green ad negatively affected Aad and Ap and that participants who were highly involved with the environment were more likely to have positive attitudes toward the green ad and advertised green product as well as a stronger intent to purchase it. The source type in the green ad did not affect ad effectiveness and involvement with the environment did not moderate the effects of either appeal or source.

Alcohol abuse is a maladaptive pattern of substance use which is manifested by repeated and significant adverse consequences related to repeated alcohol use. Fear appeals are persuasive messages designed to frighten people by explaining the impact that will occur if they do not follow the suggestions and recommendations given. The aims of this study are to determine the effect of fear appeals in lowering alcohol abuse in adolescents. This research is a quantitative study with an experimental model. The design of this study is a pretest-posttest control group experiment model. Subjects were 12 male teens who had abused alcohol. Subjects were divided into two groups: the experimental group and the control group. Group therapy intervention was given to the experimental group. Fear appeals were measured by Risk Behavior Diagnosis (RBD) and alcohol abuse using Alcohol Use Disorders Identification Test (AUDIT). Data were analyzed using Wilcoxon test, Mann Whitney and Spearman. The results showed that group therapy was able to increase fear appeals in the experimental group, increasing fear appeals are effective to reduce alcohol abuse in adolescents.

To understand how different types of cues in vaccine education messages affect attitude toward campaign messages and vaccination intention, this study examined the impact of the presence of social norm appeals (individual vs. group cues) and the presence of fear appeals in coronavirus disease 2019 (COVID-19) vaccine campaign posters on perceived communication quality and vaccination intention. A 2 (social norm appeal: individual cue vs. group cue) × 2 (fear appeal: absence vs. presence) × 3 (repetition) within-subject factorial design experiment was conducted in China. Findings demonstrated that the presence of fear appeals in COVID-19 vaccine campaign posters elicited lower levels of perceived communication quality and vaccination intention than those without fear appeals. The interactive effect of fear appeals and social norm appeals was also found to be significant. Specifically, positive-framed messages (i.e., absence of fear appeals) with group cues and fear appeal messages with individual cues elicited higher perceived information quality and stronger vaccination intention than other types of messages. Understanding how these cues function jointly in COVID-19 vaccine campaign messages will help public health practitioners create more effective intervention strategies.

In this study, the Extended Parallel Process Model (EPPM) served as a theoretical background for explaining the persuasive effects of fear appeals on smokers. Based on the self-consistency theory, self-esteem was included as a moderator in this model for understanding in more detail under which circumstances, a fear appeal leads to accepting responses or to reactance. An online experiment was conducted, participating smokers read an article that contained either a neutral picture or a fear appeal. Including self-esteem in the EPPM revealed that in contrast to smokers with high self-esteem, smokers with low self-esteem increased perceived susceptibility and intention to quit, as well as reactance to a fear appeal. Moreover, reactance could not be considered a negative reaction to the fear appeal message, because for individuals with low self-esteem it was positively associated with the intention to quit. Results suggest that additionally considering smokers’ self-esteem can contribute to a more accurate prediction of the persuasive effects of fear appeals. The impact of self-esteem and reactance in health-related behavior is discussed, as are the implications for health-related messages and future research.

BackgroundThe purpose of the present study was to examine the effectiveness of the injury awareness and prevention programme P.A.R.T.Y. (Prevent Alcohol and Risk-Related Trauma in Youth) in Germany. On a designated P.A R.T.Y. day, school classes spend a day in a trauma hospital experiencing the various wards through which a seriously injured person goes. A further goal of the study was to reveal indications of the programme’s mechanism of action by testing theory-based impact models of fear appeals and cognitive beliefs.MethodsIn a quasi-experimental longitudinal study with three measurement times the participants of 19 P.A.R.T.Y. days (n = 330), as well as pupils who did not attend the programme (n = 244), were interviewed with a standardised questionnaire. They reported risk behaviour, feelings of threat and cognitive beliefs about road traffic. The data were analysed using a meta-analytical approach to estimate an average effect size across the different P.A.R.T.Y. days. Path models were used to identify possible mechanisms of action.ResultsFor most of the parameters, small positive effects could be proven immediately after the P.A.R.T.Y. intervention. However, after four to 5 months only one statistically significant effect was found. Using path analytical models, important predictors for behavioural changes (e.g. self-efficacy) could be identified. But for these predictors no or only short-term effects were observed in the meta-analysis.ConclusionsFear appeals as used primarily in the P.A.R.T.Y. programme appear to cause behavioural changes only to a limited extent and only in the short-term, especially if the strengthening of psychosocial resources is not given sufficient consideration. The participants must also cognitively process the experiences in the hospital. Accordingly, consideration should be given to how the P.A.R.T.Y. program could be adapted to complement the fear appeal with cognitive components.