| Abstract: | Physiological processes are integral components of (a) many conceptualizations of emotion, (b) the emotion of fear, and (c) the fear-as-acquired-drive model of attitude change. Nevertheless, few studies of fear and persuasion have simultaneously measured self-reports of fear and autonomic activity. The present factorial experiment manipulated high versus low fear and high versus low reassurance and monitored self-reports and cardiovascular and electrodermal activity. The results disclosed that heart rate (HR) and skin conductance (SC) were highly correlated (r = .70). Although the multiple correlation among HR, SC, and a self-report measure of fear was a modest .44 (p < .05), additional evidence suggested that self-reports were the most sensitive measure of the construct of fear. The fear-film manipulation, which is typical of many fear-arousing communications, had identical effects upon the autonomic and self-report measures of fear. These data support the construct validity of the self-report measure of fear and increase our confidence that “fear” has been aroused in previous studies of fear and persuasion. Neither the fear-film manipulation nor the autonomic components of fear were associated with attitude change. The reassurance variable facilitated attitude change. Overall, the findings emphasized the importance of cognitive mediational processes rather than an emotional state of fear. |
