Putting the Fear Back Again (and Within Individuals): Revisiting the Role of Fear in Persuasion.
The overwhelming majority of fear appeal research came from the between-individuals approach and yielded consistent evidence for a linear fear-persuasion relationship. A recent review suggested that the within-individuals approach might be more appropriate. Studies that measured fear at multiple time points have consistently revealed a curvilinear association between fear and persuasion predicted by the drive model. A Web-based experiment (N = 454) using tobacco warning labels was conducted to replicate the inverted-U shape curvilinear relationship between fear and persuasion, and to revisit the role of fear in fear appeal theories. Results showed that the inverted-U fear curve positively predicted persuasion and reduced maladaptive responses, and that the linear trajectory of fear positively predicted maladaptive responses and failure of persuasion.
a Department of Communication Arts & Sciences , Pennsylvania State University.
Lijiang
L
Shen
D005239:Fear / Q000523:psychology*; D005260:Female; D006801:Humans; D020407:Internet; D008297:Male; D009042:Motivation; D010565:Persuasive Communication; D011356:Product Labeling; D011582:Psychological Theory; D011795:Surveys and Questionnaires; D062789:Tobacco Products / Q000009:adverse effects*; D055815:Young Adult