High Fear Of Negative Evaluation Research Articles

Academic social comparison: a promising new target to reduce fear of negative evaluation in large-enrollment college science courses

BackgroundFear of negative evaluation, defined as a sense of dread associated with being unfavorably evaluated in a social situation, is the primary factor underlying student anxiety in college science courses and is disproportionately experienced by students who are underserved in science. Yet, it is unknown why fear of negative evaluation disproportionately affects these students and what can be done to reduce student fear of negative evaluation. Academic social comparison describes how students perceive themselves compared to their peers with regard to desirability as a groupmate, the extent they fit in among others in their major, and academic talent. We hypothesize that academic social comparison mediates the relationship between student identities and fear of negative evaluation, where individuals with underserved identities in science may perceive themselves as “less than” their peers, contributing to their fear of negative evaluation. We surveyed 909 undergraduate science majors across 15 research-intensive institutions in the United States (U.S.) to assess: (1) To what extent do student identities predict fear of negative evaluation among science undergraduates? and (2) For identities that significantly predict fear of negative evaluation, to what extent does academic social comparison mediate the relationship? We used regression, single-mediator models, and multi-mediator models to address our research questions.ResultsWomen/non-binary and LGBTQ + science majors reported disproportionately high fear of negative evaluation compared to men and non-LGBTQ + science majors. Women/non-binary and LGBTQ + students also expressed lower academic social comparison relative to their respective counterparts, meaning they perceive themselves as less than their peers with regard to their desirability as a groupmate, the extent to which they fit in among others in their major, and their academic talent. Academic social comparison partially mediated the relationship between fear of negative evaluation and both gender and LGBTQ + status. Major fit, defined as the extent to which students perceive they fit in among others in their major, was found to be the primary mediating subconstruct of academic social comparison for both gender and LGBTQ + identities.ConclusionsWomen/non-binary and LGBTQ + science majors perceive themselves as less than their peers to a greater extent than men and non-LGBTQ + science majors, contributing to their higher fear of negative evaluation in college science course. Major fit, defined as the extent to which students feel they fit in with others in their major, is the subconstruct of academic social comparison that had the strongest influence on fear of negative evaluation in our sample. Academic social comparison is a promising target for future efforts aimed at decreasing fear of negative evaluation in active learning college science courses.

Social Anxiety and Drunkorexia Behaviors among Adolescents and Young Adults: The Moderating Role of Resilience

Background : Existing evidence showed that social anxiety represents a significant factor in eating disorders. However, to our knowledge, no prior study has examined the association between social anxiety and drunkorexia behaviors. Objectives : The present study aimed at exploring the relationship between social anxiety and drunkorexia behaviors, and investigating resilience as a moderator of this relationship. Participants were 333 adolescents and young adults aged 15–24 years (Mage =18.26, SD age = 1.55; 66% females) who completed an online survey. Results : The results indicated that drunkorexia behaviors were positively correlated to three dimensions of social anxiety; however, only fear of negative evaluation had a significant predictive effect. In addition, resilience only moderated the relationship between fear of negative evaluation and drunkorexia behaviors, such that youths reporting high fear of negative evaluation and low resilience showed greater drunkorexia behaviors, whereas youths reporting high resilience showed no correlation between fear of negative evaluation and drunkorexia behaviors. Conclusions : The findings highlight the importance of drunkorexia interventions and preventive measures aimed at strengthening youths’ resilience and ability to effectively manage stress and social anxiety (i.e., fear of negative evaluation).

Overgeneralization of conditioned fear in patients with social anxiety disorder.

While abnormal responses to threat, including overgeneralization to conditioned fear, have been postulated to play a critical role in pathological anxiety, the relevance of previous findings to social anxiety disorder (SAD) is unclear. We investigated conditioned and generalized fear responses in patients with SAD using socially relevant stimuli. A total of 26 patients with SAD and 25 healthy controls participated in a fear conditioning and generalization paradigm consisting of two neutral faces as conditioned stimuli (CS+ or CS-) and an angry face with contemptuous comments as unconditioned stimuli. Eight morphed faces of two conditioned stimuli in each continuum were given to test generalization. Behavioral data and physiological responses were acquired. Successful conditioning was observed in the risk ratings for both groups, while only a marginal indication of conditioning was noted in physiological measures. During the generalization phase, patients rated the risk higher than CS- when the stimuli close to CS- contained a portion of CS+ features. Larger skin conductance responses to this stimulus were linked to higher fear of negative evaluation. In addition, patients spent a longer time evaluating safe and ambiguous stimuli than healthy controls and exhibited consistently high levels of subjective arousal. Taken together, our findings suggest that SAD patients may exhibit a tendency towards overgeneralization of fear responses and show distinct patterns in processing generalized threat stimuli compared to healthy controls. Even though overgeneralization was not evident in physiological measures, it is necessary to consider this behavioral characteristic in the clinical management of patients with SAD.

The role of fear of evaluation in group perception

Social anxiety disorder (SAD) is associated with interpersonal impairment. One possible reason for this dysfunction is that people with SAD evaluate others differently on dimensions of warmth and dominance compared to individuals without the disorder. In the current study, we examined whether two core constructs of SAD, fear of negative evaluation and fear of positive evaluation, affect the judgments that people make about groups based on warmth and dominance. We also investigated whether racial similarity (i.e., whether someone is the same race as those they’re interacting with) and ethnic identity (i.e., one’s sense of belonging to a particular social group) played a role in the types of evaluations people made. We created vignettes about groups varying in warmth and dominance, as well as photos varying in racial makeup. We presented photo-vignette pairs to participants and asked them to rate their desire to interact with the groups depicted in the photo-vignette. Participants in general reported greater desire to interact with warmer and less dominant groups. People with higher fear of negative evaluation reported higher desire for interaction with warmer groups, and those with higher fear of positive evaluation reported higher desire to interact with less dominant groups. We did not find any support for our hypothesis that people with stronger ethnic identity would show greater desire to interact with groups that were more similar to their race. Implications for treatment and directions for further research are discussed.

The role of negative evaluation fears on associations between societal appearance pressures and disordered eating in university students

Objective: Previous research demonstrates that sociocultural appearance pressures and internalization of appearance ideals lead to disordered eating (DE); however, only a subset of individuals exposed to these influences develop clinically significant DE. Identifying moderators of these associations may increase efficacy of targeted preventions for eating disorders. This study investigated whether the fear of negative evaluation (FNE) moderates these associations. Participants: 567 university students participated between November 2019 and 2020. Methods: Participants completed self-report questionnaires assessing appearance pressures, internalization of appearance ideals, FNE, and DE. Results: There was a significant interaction between appearance pressures and FNE in relation to DE. Individuals with high appearance pressures and high FNE had the highest levels of DE. The interaction between internalization of appearance ideals and FNE did not significantly contribute to DE. Conclusions: Eating disorder prevention programs that address FNE and appearance pressures may have beneficial effects, particularly for university students with heightened FNE.

Examination of bidirectional relationships between fear of negative evaluation and weight/shape concerns over 3 years: A longitudinal cohort study of Australian adolescents.

Adolescents commonly experience both fear of negative evaluation and weight/shape concerns. However, evidence concerning the prospective associations between these constructs during adolescence is limited. The current study examined the bidirectional relationships between fear of negative evaluation and weight/shape concerns over a 3-year period in adolescents. Australian high school students (n=2073; 55% girls) completed self-report measures at three timepoints, each 1 year apart. Findings showed a bidirectional relationship, whereby increases in fear of negative evaluation predicted exacerbated weight/shape concerns, and vice versa. Results point towards a vicious maintenance cycle between fear of negative evaluation and weight/shape concerns. Findings from the current study highlight the importance of considering both fear of negative evaluation and weight/shape concerns in the development of health promotion and prevention programs designed to reduce the occurrence and adverse effects of body dissatisfaction or improve general mental health. Many adolescents experience some level of fear of negative evaluation (i.e., worry about being judged by others) and worry about their weight and/or shape. This study examined the prospective relationship between both constructs. Findings showed a bidirectional relationship, whereby higher fear of negative evaluation predicted increased weight/shape concerns, and vice versa. Programs designed to reduce body dissatisfaction might be improved by targeting both fear of negative evaluation and weight/shape concerns.

Cosmetic satisfaction and patient-reported outcome measures following cranioplasty after craniectomy – A prospective cohort study

IntroductionEvaluating patient-reported outcomes (PROMs) helps optimize preoperative counseling and psychosocial care for patients who underwent cranioplasty. Research questionThis study aimed to evaluate cosmetic satisfaction, level of self-esteem, and fear of negative evaluation (FNE) of patients who underwent cranioplasty. Material and methodsPatients who underwent cranioplasty from 1 January 2014 to 31 December 2020 ​at University Medical Center Utrecht and a control group consisting of our center’ employees were invited to fill out the Craniofacial Surgery Outcomes Questionnaire (CSO-Q), consisting of an assessment of cosmetic satisfaction, the Rosenberg Self-Esteem Scale (RSES), and the FNE scale. To test for differences in results, chi-square tests and T-tests were performed. Logistic regression was used to study the effect of cranioplasty-related variables on cosmetic satisfaction. ResultsCosmetic satisfaction was seen in 44/80 patients (55.0%) and 52/70 controls (74.3%) (p ​= ​0.247). Thirteen patients (16.3%) and 8 controls (11.4%) had high self-esteem (p ​= ​0.362), 51 patients (63.8%) and 59 controls (84.3%) had normal self-esteem (p ​= ​0.114), and 7 patients (8.8%) and 3 controls (4.3%) had low self-esteem (p ​= ​0.337). Forty-nine patients (61.3%) and 39 controls (55.7%) had low FNE (p ​= ​0.012), 8 patients (10.0%) and 18 controls (25.7%) had average FNE (p ​= ​0.095), and 6 patients (7.5%) and 13 controls (18.6%) had high FNE (p ​= ​0.215). Cosmetic satisfaction was associated with glass fiber-reinforced composite implants (OR 8.20, p-value ​= ​0.04). Discussion and conclusionThis study prospectively evaluated PROMs following cranioplasty, for which we found favorable results.

Conditional effects of state fear of negative evaluation on restrictive eating behaviors

Fear of being evaluated negatively by others is a risk factor for the development of disordered eating. Specifically, trait level fear of negative evaluation (FNE) predicts disordered eating severity above other social anxiety traits. However, it remains unclear how state levels of this fear may impact eating behavior. The current study aimed to examine this risk factor in the context of state-level eating behavior. We hypothesized that: (a) elevated levels of state FNE would enhance the relationship between restraint and restriction and (b) we sought to explore the predictive nature of high trait FNE on restriction. Study procedures for N = 64 undergraduate students included assessment of dietary restraint, fear of negative evaluation, and hypothetical meal choice in the context of several proposed social and non-social settings. Results indicated that higher state FNE was related to more restrictive food choice across settings, and levels of trait FNE were not related to food choices. State FNE did not enhance the relationship between restraint and restriction. This project sought to examine the degree to which fear of negative evaluation impacts the relationship between dietary restraint and restriction, testing a unique risk factor for the development of eating psychopathology.

Are gender roles associated with well-being indicators? The role of femininity, fear of negative evaluation, and regret in decision-making in a spanish sample

Gender roles operate as a social schema through which people learn how they must behave and make decisions; that is, socially, what women and men are expected to do is pre-established. This gender socialization is such a deep-rooted process that people may not aware of how they have been socialized, which is thus often is difficult to analyze in people's discussions of their own decision-making. On this basis, this research examines whether endorsing gender roles could be related to women’s decisions (regret), as well as the possible consequences for their well-being. Moreover, we analyzed the content of the most important decisions that people make throughout their lives. Therefore, this research aimed to understand the meaning of gender and how its internalization seems to be related to sex differences in decision-making and well-being. In a sample of the Spanish general population (N = 203; Mage = 41.70, SD = 10.93; range from 20 to 65 years old), results showed that women (vs. men) had a greater internalization of gender roles (i.e., femininity), which was associated with higher fear of negative evaluation. This, in turn, was associated with experienced regret in decision-making, which finally seemed to lead to lower well-being. Analysis of the content of decisions showed that women’s decisions were based mainly on work and family domains, whereas men’s decisions were based on work to a greater extent.

The Association Between Salivary FGF2 and Physiological and Psychological Components of the Human Stress Response

Background Fibroblast Growth Factor 2 (FGF2) is a neurotrophic protein that has been implicated as a biomarker for anxiety and depressive disorders, which comprise a significant component of the global burden of disease. Research using rodents has indicated that FGF2 is part of the stress response, but whether this translates to humans has yet to be investigated. In this study, we aimed to explore the potential role of FGF2 in the human stress response by examining its association with physiological and psychological processes during and following the Trier Social Stress Test (TSST). Methods Participants in the active stress experiment (N = 87) underwent the TSST, provided saliva samples to obtain levels of cortisol and FGF2, and reported on post-event rumination related to the TSST task over the following week. Participants in the no-stress experiment (N = 25) provided saliva samples for measurement of FGF2 and cortisol across a corresponding time period. Results Salivary FGF2 levels changed after the TSST and were associated with the pattern of change in salivary cortisol. Cortisol responses in the active stress condition were blunted in females (relative to males), however, sex did not interact with any other effect. FGF2 reactivity (ie, the magnitude of change over time) was not correlated with cortisol reactivity. Lower FGF2 reactivity following the TSST, but not overall FGF2 levels, or cortisol, was associated with higher fear of negative evaluation, repetitive negative thinking and post-event processing, as well as repetitive negative thinking in the week following the TSST. Participants in the no-stress experiment showed a decrease in cortisol, yet no change in their FGF2 levels. Conclusion These findings suggest that FGF2 is involved in the human stress response and higher levels of FGF2 reactivity may be associated with protective cognitive processes following stress exposure.

Social Media Posting Anxiety

Abstract. Although many studies have shown the association between anxiety and use of social media, the extant literature has not investigated social media posting anxiety, or fears associated with sharing online content. The current study reports the development of a brief self-report questionnaire addressing social media posting anxiety. In addition, we examine psychological predictors of social media posting anxiety. The findings demonstrate good content validity for the Social Media Posting Anxiety Questionnaire (SMPAQ; S-CVI/Avg: .89; mean CVRs: .90). Exploratory factor analysis revealed that the 6-item SMPAQ measured a single dimension, accounting for 49.90% of the explained variance. Confirmatory factor analysis showed support for this one-factor model. Internal consistency was established using inter-item correlation, corrected item-total correlation, and Cronbach’s α. Low interpersonal trust, high fear of negative evaluation, and high proneness to hurt feelings were associated with high social media posting anxiety. Notably, social media posting anxiety was a predictor of unwillingness to post in social media platforms. Our results support the SMPAQ as a promising measure that can facilitate better understanding of the role of anxiety in social media posting.

Comparing evaluations of social situations for adults who do and do not stutter

PurposeNumerous research studies indicate that stuttering is associated with increased risk for social anxiety disorder (SAD). Interpretation bias is one of four cognitive biases thought to maintain symptoms associated with SAD. Interpretation bias occurs when one evaluates social situations as more negative than they actually are. The purpose of this study was to investigate if adults who do and do not stutter interpret positive, ambiguous, mildly negative, and profoundly negative social situations similarly, or–if like individuals with SAD–adults who stutter exhibit negative interpretation biases. MethodForty-eight adults who stutter and 42 age-and gender-matched adults who do not stutter participated. Participants completed the Fear of Negative Evaluation (FNE) and were assigned to one of four groups: adults who stutter with high FNE (AWS-High), adults who stutter with low FNE (AWS-Low), adults who do not stutter with high FNE (AWNS-High), and adults who do not stutter with low FNE (AWNS-Low). All participants completed the trait scale of the State Trait Anxiety Inventory (STAI) and the Interpretation and Judgmental Questionnaire (IJQ). The IJQ contains descriptions of four types of social situations: positive, mildly negative, profoundly negative, and ambiguous. Within each situation type there are five different scenarios, for a total of 20 scenarios across the four situation types. Participants provided written responses to these 20 social scenarios. Qualitative analyses were used to understand how members of each group interpreted the different social scenarios. ResultsThematic analysis revealed that each group responded in similar ways to each of the social scenarios, regardless of the type of situation. Adults who do and do not stutter with low and high FNE agreed on many themes related to the 20 social scenarios, and they agreed across all four types of social situations. Somewhat surprisingly, the theme “stuttering” was mentioned infrequently by the adults who stutter. ConclusionsResults suggested that adults who do and do not stutter with low and high FNE interpret social situations similarly, and that no group demonstrated a negative interpretation bias consistent with what is observed in adults with SAD. The interpretations provided by each group were appropriate to the specific scenarios being evaluated.

Partners' Support During Good Times: Associations With Fears of Positive and Negative Evaluation

Capitalization interactions within romantic couples, in which they share positive events with each other, are significantly tied to their satisfaction and overall wellbeing. Recent work suggests that social anxiety is negatively associated with beneficial capitalization interactions (i.e., making capitalization bids and responding with active and constructive responses). To further investigate this understanding, we offer a deeper and differentiating look at two core components of social anxiety: fears of positive and negative evaluation. In addition, we offer an innovative look at the varying self-disclosures of capitalization recipients, by using a novel index—Relevant Talking Time (RTT) which examines the duration of relevantly disclosing and discussing one's own good event. We reasoned that the two types of evaluative fears might have different connections to capitalization processes, considering provision, receipt, and self-disclosure. Our findings (N = 74; 37 community couples in a lab-videotaped‘ interaction) suggest that high fear of positive evaluation is associated with poorer provision of active-constructive capitalization, whereas high fear of negative evaluation is associated with a reduced disclosers' RTT. In addition, our results interestingly demonstrate that disclosers' RTT is tied to their partners' anxiety characteristics as well. We discuss the possible implications and explanations of our findings.

The relationship between body dysmorphic disorder and obsessive-compulsive disorder: A systematic review of direct comparative studies.

Current nosology conceptualises body dysmorphic disorder as being related to obsessive-compulsive disorder, but the direct evidence to support this conceptualisation is mixed. In this systematic review, we aimed to provide an integrated overview of research that has directly compared body dysmorphic disorder and obsessive-compulsive disorder. The PubMed database was searched for empirical studies which had directly compared body dysmorphic disorder and obsessive-compulsive disorder groups across any subject matter. Of 379 records, 31 met inclusion criteria and were reviewed. Evidence of similarities between body dysmorphic disorder and obsessive-compulsive disorder was identified for broad illness features, including age of onset, illness course, symptom severity and level of functional impairment, as well as high perfectionism and high fear of negative evaluation. However, insight was clearly worse in body dysmorphic disorder than obsessive-compulsive disorder, and preliminary data also suggested unique visual processing features, impaired facial affect recognition, increased social anxiety severity and overall greater social-affective dysregulation in body dysmorphic disorder relative to obsessive-compulsive disorder. Limitations included a restricted number of studies overall, an absence of studies comparing biological parameters (e.g. neuroimaging), and the frequent inclusion of participants with comorbid body dysmorphic disorder and obsessive-compulsive disorder. Risks of interpreting common features as indications of shared underlying mechanisms are explored, and evidence of differences between the disorders are placed in the context of broader research findings. Overall, this review suggests that the current nosological status of body dysmorphic disorder is somewhat tenuous and requires further investigation, with particular focus on dimensional, biological and aetiological elements.

Social Exclusion and Disengagement of Covert Attention from Social Signs: The Moderating Role of Fear of Negative Evaluation

AbstractPrevious research has demonstrated that social exclusion motivates individuals with low fear of negative evaluation (FNE) to pay attention to signs of social acceptance, but it does not motivate individuals with high FNE to do so. However, it remains unclear whether this finding reflects overt or covert attentional bias because the researchers employed a dot‐probe task. In order to resolve this ambiguity, the present study solely assessed disengagement of covert attention from social signs after exclusion manipulation in an experiment with university students (N = 60). As a result, exclusion delayed disengagement of covert attention from facial stimuli regardless of their types of expression for participants with low FNE, but such delay was not observed for participants with high FNE. The result indicated that social exclusion enhances attention to social information in individuals with low FNE, whereas it does not in individuals with high FNE. We discuss the possibility that a decline in inclusionary status affects overt and covert attentional processes differently.

Fear of Negative Evaluation, Trait Anxiety, and Judgment Bias in Adults who Stutter

Persons who stutter (PWS) and those with social anxiety disorder may exhibit fear of negative evaluation (FNE) and anxiety in social situations. However, the information processing biases that perpetuate these characteristics have had limited investigation. This study investigated judgment bias in social situations. Participants included 50 adults who stutter and 45 age- and gender-matched fluent persons who do not stutter (PWNS), who made up the control group. Participants completed the Interpretation and Judgmental Questionnaire (Voncken, Bögels, & deVries, 2003), and threat scores were calculated. There were no significant differences between PWS and PWNS in social threat or nonsocial threat scores. When the PWS group was divided on the basis of FNE and compared with PWNS participants without heightened anxiety (n = 35), the PWS with high FNE had significantly higher total social threat scores than the PWS with low FNE. The three groups did not differ in threat ratings for ambiguous or profoundly negative social situations. Judgment bias in PWS is mediated by the magnitude of FNE present; not all PWS exhibit judgment bias for social situations. Treatment implications include the need for psychosocial support addressing the negative impacts on quality of life and restrictions on social engagement that stuttering may cause in some individuals.

Relational Anxiety and Sexting

Individuals in pursuit of, or currently in, a romantic relationship typically communicate via technology, extending to sexting with one another. Sexting is commonly understood as the sending and receiving of sexually suggestive or sexually explicit photos, video, or text via cell phone or other technologies. The characteristics that fuel whether one engages in sexting are not well understood. In this study, 459 unmarried, heterosexual undergraduate students (female = 328; male = 131), aged 18 to 25 years, from three universities completed an online questionnaire about their behaviors with technology and romantic relationships. In general, low attachment avoidance and high fear of negative evaluation from the dating partner predicted sending a sexually suggestive photo or video, sending a photo or video in one’s underwear or lingerie, and sending a sexually suggestive text. High fear of negative evaluation predicted sending a nude photo or video as well as sending a text message propositioning sex. Low attachment avoidance, greater fear of negative evaluation, and greater social distress when dating were associated with sexting behaviors.

Deficits in joint action explain why socially anxious individuals are less well liked

Background and objectivesSocially anxious individuals elicit less positive reactions from interlocutors than non-anxious individuals, but evidence for a distinctive social anxiety linked behaviour deficit to explain this finding has been sparse. We investigated whether socially anxious individuals engage less in joint action – a process which promotes rapport and usually arises spontaneously between conversation partners when they actively attend to the conversation. MethodsIn Study 1, participants with high fear of negative evaluation, and low fear of negative evaluation conversed with a peer. Study 2 simulated the cognitive impact of anxiety-linked threat focus in non-anxious participants via a partial distraction task and measured the social consequences. ResultsIn Study 1, listeners with high fear of negative evaluation made fewer collaborative contributions to a partner's anecdote (an index of joint action). In Study 2, non-anxious distracted listeners showed the same behavioural pattern (fewer collaborative responses) and were less well-liked by their conversation partners, compared to non-distracted listeners. LimitationsWe coded for only one marker of joint action. Future research should identify further indices of connectedness between partners. In addition, both studies were conducted with small groups of university students, and future research should be conducted on larger samples selected on the basis of social anxiety, not fear of negative evaluation alone. ConclusionsTogether, these findings indicate that socially anxious individuals engage less in the shared task of conversation, and this behaviour attracts less positive responses from conversation partners.

Fear of negative evaluation biases social evaluation inference: evidence from a probabilistic learning task.

BackgroundFear of negative evaluation (FNE) defines social anxiety yet the process of inferring social evaluation, and its potential role in maintaining social anxiety, is poorly understood. We developed an instrumental learning task to model social evaluation learning, predicting that FNE would specifically bias learning about the self but not others.MethodsDuring six test blocks (3 self-referential, 3 other-referential), participants (n = 100) met six personas and selected a word from a positive/negative pair to finish their social evaluation sentences “I think [you are / George is]…”. Feedback contingencies corresponded to 3 rules, liked, neutral and disliked, with P[positive word correct] = 0.8, 0.5 and 0.2, respectively.ResultsAs FNE increased participants selected fewer positive words (β = −0.4, 95% CI −0.7, −0.2, p = 0.001), which was strongest in the self-referential condition (FNE × condition 0.28, 95% CI 0.01, 0.54, p = 0.04), and the neutral and dislike rules (FNE × condition × rule, p = 0.07). At low FNE the proportion of positive words selected for self-neutral and self-disliked greatly exceeded the feedback contingency, indicating poor learning, which improved as FNE increased.ConclusionsFNE is associated with differences in processing social-evaluative information specifically about the self. At low FNE this manifests as insensitivity to learning negative self-referential evaluation. High FNE individuals are equally sensitive to learning positive or negative evaluation, which although objectively more accurate, may have detrimental effects on mental health.

Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation

Certain health issues such as mental illness and sexually transmitted infections evoke feelings of shame, which typically causes withdrawal coping, making it challenging for campaign planners to effectively communicate pertinent information in intervention messages. In three experimental studies, humor is tested as an advertising strategy that might attenuate the negative effects of shame and increase message persuasion. As an individual factor that correlates with social anxiety and vulnerability to shame, fear of negative evaluation (FNE) is found to be a significant moderator to shame and humor level interaction. Low FNEs favored humor ads over no-humor ads when shame induction was low but favored no-humor ads over humor ads when shame induction was high. This response pattern was in contrast to the patterns found for high FNEs. The results show the strongest humor benefits for socially anxious individuals (high FNEs) with high shame-inducing health issues. Theoretical and practical implications are given.