title: Threat Appeals: The Fear-Persuasion Relationship is Linear and Curvilinear.
abstract: Drive theory may be seen as the first scientific theory of health and risk communication. However, its prediction of a curvilinear association between fear and persuasion is generally held to be incorrect. A close rereading of Hovland et al. reveals that within- and between-persons processes were conflated. Using a message that advocated obtaining a screening for colonoscopy, this study (N = 259) tested both forms of the inverted-U hypothesis. In the between-persons data, analyses revealed a linear effect that was consistent with earlier investigations. However, the data showed an inverted-U relationship in within-persons data. Hence, the relationship between fear and persuasion is linear or curvilinear depending on the level of analysis.
authors.affiliation: a Department of Communication Arts and Sciences , Pennsylvania State University.
authors.forename: James Price
authors.initials: JP
authors.lastname: Dillard
authors.affiliation: b College of Communications , Pennsylvania State University.
authors.forename: Ruobing
authors.initials: R
authors.lastname: Li
authors.affiliation: b College of Communications , Pennsylvania State University.
authors.forename: Yan
authors.initials: Y
authors.lastname: Huang
mesh_terms: D000328:Adult; D003110:Colonic Neoplasms / Q000517:prevention & control; D055088:Early Detection of Cancer / Q000379:methods; D005239:Fear; D005260:Female; D006293:Health Promotion; D006801:Humans; D020407:Internet; D008297:Male; D008875:Middle Aged; D009042:Motivation; D010565:Persuasive Communication; D011795:Surveys and Questionnaires