Subjective knowledge and fear appeal effectiveness: implications for message design.
This research investigates the role of perceived health knowledge on the effectiveness of fear-based persuasive appeals. Undergraduates (N = 263) read a strong fear, weak fear, or efficacy-only message encouraging breast or testicular self-examination. As expected, results indicated that men high in subjective knowledge were less reactant and more persuaded by the efficacy-only message whereas those low in subjective knowledge did not evidence this pattern. Contrary to expectation, women high in subjective knowledge had comparable reactions to each of the 3 messages. Implications for fear appeal theory and message design are discussed.
Nabi
Robin L
RL
Department of Communication, University of California, Santa Barbara, CA 93106, USA. nabi@comm.ucsb.edu
Roskos-Ewoldsen
David
D
Carpentier
Francesca Dillman
FD
D000328:Adult; D001007:Anxiety; D005239:Fear; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D020377:Self Efficacy; D016353:Self-Examination; D012737:Sex Factors; D013334:Students / Q000523:psychology*; D014495:Universities