Sixty years of fear appeal research: Current state of the evidence

Fear arousal is widely used in persuasive campaigns and behavioral change interventions. Yet, experimental evidence argues against the use of threatening health information. The authors reviewed the current state of empirical evidence on the effectiveness of fear appeals. Following a brief overview of the use of fear arousal in health education practice and the structure of effective fear appeals according to two main theoretical frameworks—protection motivation theory and the extended parallel process model—the findings of six meta‐analytic studies in the effectiveness of fear appeals are summarized. It is concluded that coping information aimed at increasing perceptions of response effectiveness and especially self‐efficacy is more important in promoting protective action than presenting threatening health information aimed at increasing risk perceptions and fear arousal. Alternative behavior change methods than fear appeals should be considered.     

Teachers’ use of fear appeals in the Mathematics classroom: Worrying or motivating students?

Aim. This study examined whether teachers’ use of fear appeals in the classroom, attempts to motivate students to perform well in high‐stakes examinations by highlighting the educational, and/or occupational consequences of failure did indeed motivate students or whether it contributed to an increase in worry, anxiety, and fear of failure. Sample. A total of 132 secondary school students. Method. Self‐report data were collected for teachers’ use of fear appeals, test anxiety, and achievement goals in the context of Mathematics at the end of Years 10 and 11, the final 2 years of compulsory schooling. Results. The frequency with which teachers were reported to make fear appeals was unrelated to future test anxiety and achievement goals. When fear appeals were perceived to be threatening, however, they were related to an increase in the worry and tension components of test anxiety and increases in performance‐avoidance and mastery‐approach goals. Conclusion. Fear appeals appear to have competing positive and negative outcomes, resulting in both anxiety and a fear of failure, and a mastery‐approach goal.     

Fear of success,sex role attitudes,and career salience and anxiety levels of college women

This study examined, for 99 female undergraduate students, both the relationship between fear of success, sex role attitudes, and career salience, and the relationship between fear of success, career salience, and trait anxiety. Fear of success was assessed using the Fear of Success Scale, while sex role attitudes were assessed using the Attitudes towards Women Scale. Career Salience was measured by the Career Salience Scale, and trait anxiety was assessed by the trait subscale of the State-Trait Anxiety Inventory. The results indicated that fear of success and sex-role attitudes, in combination, significantly predicted the level of career salience in a multiple regression analysis. The women higher in fear of success and more traditional tended to be lower in career salience. Trait anxiety levels of women did not differ significantly as a function of fear of success, career salience, or the combination of the two.     

The development of an instrument to measure teachers' use of fear appeals in the GCSE classroom

Background Previous work has suggested that teachers of General Certificate of Secondary Education classes may use fear appeals as a motivational device but these may have unwanted consequences by increasing examination‐related anxiety in students. Aim To facilitate future work in this area, an instrument was developed to measure teachers' use of fear appeals in the course of normal classroom instruction. Samples Students in their final 2 years of compulsory schooling in England: 192 in Study 1 and 133 in Study 2. Method A construct validity approach was used in the development of this instrument. Study 1 reports the development and piloting of this measure. Study 2 reports refinement of this measure and relations with other constructs. Results A three‐factor structure provided a reasonable model fit and all factors demonstrated acceptable reliability. Factors 1 and 2 described the perceived frequency of fear appeals made in relation to educational/occupational consequences and the third factor described the perceived threat of fear appeals. Conclusion This instrument has demonstrated sufficient convergent and discriminant validity and reliability to be used in subsequent research, although the validation process should continue and it is hoped that the instrument will be adapted for use in other contexts.     

The Effects of Source Credibility and Message Framing on Exercise Intentions,Behaviors, and Attitudes: An Integration of the Elaboration Likelihood Model and Prospect Theory1

This study examined the influence of source credibility and message framing on promoting physical exercise in university students. Participants were randomly assigned to reading a positively or negatively framed communication that was attributed to either a credible or a noncredible source. Exercise intentions and attitudes were measured immediately following the delivery of the communication and following a 2‐week delay. Exercise behavior was also measured following the delay. There were Source Frame interactions for the exercise intentions, exercise behaviors, and cognitive response/elaboration measures such that participants receiving a positively framed communication from a credible source elaborated more and reported more positive exercise intentions and behaviors than participants in the other conditions. The results of the present investigation indicate that it might be beneficial for health professionals to provide exercise‐related information stressing the benefits of participating in exercise, rather than the traditional fear appeals, to motivate clients to engage in regular physical exercise. Implications for future research are discussed.     

Understanding the relationship between attachment style, pain appraisal and illness behavior in women

Insecure attachment has been hypothesized to be an important factor for understanding the experience of pain. Considering the Attachment-Diathesis Model of Chronic Pain developed by Meredith, Ownsworth, and Strong (2008), this cross-sectional study examines the relationship between attachment style, pain appraisal, and illness behavior. Two hundred healthy women recruited from community contexts completed a battery of self-report measures including the Short-form McGill Pain Questionnaire, Pain Catastrophizing Scale, Pain Anxiety Symptoms Scale-20, Pain Vigilance and Awareness Questionnaire, Illness Attitude Scales, Beck Anxiety Inventory, Beck Depression Inventory, and the Experiences in Close Relationships Questionnaire-Revised. The results showed that attachment anxiety was significantly correlated with pain catastrophizing, pain-related fear, depression, and illness behavior. However, attachment anxiety and avoidance were not associated with pain intensity. Attachment anxiety moderated the relationship between pain catastrophizing and illness behavior, and between pain hypervigilance and illness behavior. Pain catastrophizing and pain-related fear partially mediated the effect of attachment anxiety on illness behavior. The findings highlight potential contributions of attachment style and pain appraisal for explaining illness behavior. This study supports earlier reports and suggests the usefulness of assessing attachment style for early identification of people who might exhibit a high risk of dysfunctional responses to pain. Our findings also suggest that increasing people's insight about their attachment style and modifying some associated dysfunctional responses may be important in the treatment of chronic pain.     

A Terror Management Perspective on the Persuasiveness of Fear Appeals

We use terror management theory (TMT) to show that the nature of the threatening consequences included in fear‐appeal communications influences the responses to the messages promoted in such communications. On the basis of differences between death‐related consequences and non‐death‐related consequences, they provide an explanation for maladaptive responses to fear appeals. Results from 2 experiments indicate that participants who were highly committed to a worldview of drinking alcohol rejected socially acceptable attitudes toward drinking and driving when the message containing such attitudes was accompanied by a fear appeal that contained death as a consequence, but not when fear appeals contained the fear of arrest or serious injury. Participants perceived their level of experienced fear to be the same across the experimental conditions. The results have implications for considering the qualitative nature of the threatening consequence in fear‐appeal research and for using TMT to understand maladaptive responses to fear‐appeal communications.     

Designing Health Communications: Harnessing the Power of Affect,Imagery, and Self‐Regulation

We review recent advances in self‐regulation theory and research, highlighting implications for communication strategies aimed at persuading individuals to adopt health‐protective behaviors. We focus on the role of affect and imagery processes in health persuasion, reviewing research on how fear arousal and imagery influence health information processing and decision‐making. Despite ongoing controversy over the use of fear‐arousing appeals, considerable empirical evidence supports their efficacy. Such threat appeals can backfire, however, if they fail to address key aspects of self‐regulation processes. Research on the cognitive and emotional influences of imagery and other concrete‐perceptual stimuli points to strategies for integrating them into health persuasion efforts. Mental simulation techniques represent another promising avenue for communications aimed at fostering health behavior change. New directions of inquiry include research on appeals that arouse emotions other than fear (e.g., positive emotions), more nuanced applications of fear arousal in communications, and applications for computer‐based and Internet communications.     

Fear and anxiety as separable emotions: an investigation of the revised reinforcement sensitivity theory of personality

The Gray and McNaughton (2000) theory draws on a wide range of animal data to hypothesize that the emotions of fear and anxiety are separable. The authors tested their hypothesis in two studies. The first study examined associations between scores on questionnaire measures of fear, anxiety, and neuroticism; correlational analysis revealed that fear and anxiety are not interchangeable constructs. The second study examined associations between scores on questionnaire measures of fear/anxiety and performance in a military training setting; regression analysis revealed that fear captured significant variance in performance that was not shared with anxiety. These results imply that hypotheses derived from nonhuman animal data may hold important implications for understanding human emotion and motivation, especially in relation to fear and anxiety.     

Fear-Arousing and Empathy-Arousing Appeals to Help: The Pathos of Persuasion

An experiment tested the proposition that the components of a fear appeal which persuade us to protect ourselves are the Same components that persuade us to protect others. The results confirmed this hypothesis for the two components examined: noxiousness of the threatened danger and efficacy of coping response. Films showing noxious scenes of industrial whaling and films showing a pro-environmental action organization successfully saving whales from whalers strengthened intentions to help this endangered animal species. Taken together, available data indicate that fear appeals can persuade us to protect ourselves, other people, and even infrahuman animals. The social psychological paradigm used to investigate attitude change was merged with a paradigm employed to examine prosocial behavior. As predicted, an empathy-arousing appeal facilitated attitude change. Three implications for promoting ecological actions were discussed. First, empathy-arousing appeals can be applied to mass media campaigns. Second, the concept of response-efficacy in persuasive appeals can be extended from direct, individual action to activity requiring the mediation of social organizations. Finally, pro-environmental campaigns can be effective when the potential beneficiaries are not the ones shown, but who symbolize the many others in the same plight.     

The Effects of Instructor Fear Appeals and Moral Appeals on Cheating-Related Attitudes and Behavior of University Students

Little attention has been paid in academic dishonesty literature to empirically testing the effectiveness of different instructor communication strategies to minimize cheating. Using a quasi-experimental design, we compared the effectiveness of instructor fear appeals and moral appeals on student cheating-related attitudes and behavior. Cheating was most strongly associated with neutralizing attitudes in the moral appeal condition. Also, the relationship between observation of others cheating and self-reported cheating behaviors was stronger in both treatment conditions than in the control condition. Although a trend toward less cheating in the treatment conditions was evident, it did not attain statistical significance.     

Menstrual Reactivity: The Role of Gender-Specificity,Anxiety Sensitivity,and Somatic Concerns in Self-Reported Menstrual Distress

To determine the impact of gender roles, anxiety sensitivity, and somatic concerns on self-reported menstrual distress, two studies were conducted. In the first study using 278 primarily Caucasian college females, anxiety-sensitivity level, not current menstrual cycle phase, influenced reports of menstrual symptom severity and depression. Regardless of cycle phase at the time of self-report, women high in anxiety sensitivity reported significantly more depressed mood, trait anxiety, and retrospective menstrual symptoms. In the second study of 158 primarily Caucasian college females varying in anxiety sensitivity levels, adherence to sex role stereotypes, feminist beliefs, and illness attitudes were examined. Participants also completed measures of general premenstrual, most-recent premenstrual, and current menstrual symptoms. Women high in anxiety sensitivity reported the highest levels of sex-specificity, feminist embeddedness, and illness attitudes, with sex-specificity accounting for significant variance in current menstrual symptoms. Results are discussed within the context of the menstrual reactivity hypothesis, which proposes that beliefs surrounding the menstrual cycle and body sensations expectancies contribute to self-reports of greater menstrual distress. Women high in anxiety sensitivity appear to represent one subgroup vulnerable to menstrual reactivity.     

Sometimes stories sell: When are narrative appeals most likely to work?

Research has demonstrated that narratives can be effective in eliciting attitude change, especially when recipients become transported into the narrative. In three studies, we addressed whether some people are predisposed to be influenced by narratives and whether narrative and rhetorical appeals are differentially effective for different people. In Study 1, participants read an experimental or a control narrative, and completed measures of attitudes, need for affect (NFA), need for cognition (NFC), transportation, and transportability. The results revealed that NFA and NFC were positively correlated with transportation and transportability. In Study 2, participants read either a narrative appeal or a rhetorical appeal about cervical cancer and completed a measure of attitudes and the individual difference constructs. Study 3 was a replication of Study 2 using a different topic (organ donation). In both studies, the results revealed a consistent pattern of correlations among the individual difference measures. Further, we found that although the narrative and rhetorical appeals were judged to be of equal efficacy, the persuasiveness of the narrative appeal differed as function of individual differences in NFA and NFC. The implications for narrative persuasion are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

Social anxiety and fear of bodily sensations in panic disorder and agoraphobia: A matched comparison

This study tests the hypothesis that social anxiety and fear of bodily sensations are associated with the development of agoraphobic avoidance behavior in panic disorder patients. Twenty patients with panic disorder were compared to 20 patients with panic disorder with agoraphobia, matched by sex and duration of disorder. The two groups did not differ on measures of fear and frequency of assertive social responses. However, the agoraphobics scored higher on measures of interpersonal sensitivity, depression, feelings of inadequacy, and hostility. They also reported higher fear of bodily sensations. Although definitive conclusions need to be postponed until prospective studies have been conducted, there is evidence suggesting that the development of agoraphobia in panic patients is associated with hypersensitivity to bodily sensations and interpersonal situations.This research was supported by Grant 560-268-009 of the Dutch Organization for Scientific Research.     

The Convergent and Discriminant Validity of the Need for Cognition Scale

This article reports two studies that examined the convergent and discriminant validity of the Need for Cognition Scale (Cacioppo & Petty, 1982). Using samples of college students and prison inmates, need for cognition scores were found to be positively associated with measures of self-esteem, masculine sex role attitudes, absorption, and private self-consciousness. Modest negative associations between need for cognition and measures of public self-consciousness and social anxiety were also uncovered. Need for cognition scores were generally unrelated to measures of feminine and androgynous sex role attitudes, shyness, sociability, and loneliness. These findings add further evidence supporting the construct validity of the Need for Cognition Scale and expand our understanding of the construct of need for cognition.     

Differences in reported symptom profile between panic disorder and other DSM-III-R anxiety disorders.

Previous research has indicated that reports of panic attacks are associated with a different set of symptoms to reports of generalized anxiety. The present two studies attempted to extend these findings to specific (situational) fears. In Study 1, 55 subjects with panic disorder were compared on their symptom profile during their panic attacks to 65 subjects with other anxiety disorders [simple phobia, social phobia and obsessive-compulsive disorder (OCD)] during response to their feared cue. The results indicated that, compared to subjects with other anxiety disorders, subjects with panic disorder were more likely to report parasthesias, dizziness, faintness, unreality, dyspnea, fear of dying and fear of going crazy/losing control. In Study 2, 90 subjects meeting diagnostic criteria for both panic disorder and another anxiety disorder (simple phobia, social phobia or OCD) were compared on the symptoms experienced during their unexpected panic attacks and their situationally-triggered fears respectively. Combining the symptoms found in Study 1 to differ between the groups into a linear combination, there was a significant interaction found between the type of fear reaction (panic attack vs cued fear response) and symptom group. Taken together, these findings suggest that reports of unexpected panic attacks associated with panic disorder are characterized by a different symptom profile to reports of specific fear reactions that are part of a phobic disorder or OCD.     

The convergent and discriminant validity of the Need for Cognition Scale

This article reports two studies that examined the convergent and discriminant validity of the Need for Cognition Scale (Cacioppo & Petty, 1982). Using samples of college students and prison inmates, need for cognition scores were found to be positively associated with measures of self-esteem, masculine sex role attitudes, absorption, and private self-consciousness. Modest negative associations between need for cognition and measures of public self-consciousness and social anxiety were also uncovered. Need for cognition scores were generally unrelated to measures of feminine and androgynous sex role attitudes, shyness, sociability, and loneliness. These findings add further evidence supporting the construct validity of the Need for Cognition Scale and expand our understanding of the construct of need for cognition.     

Attachment Style,Assertive Communication,and Safer-Sex Behavior1

This research tested the proposition that the effect of attachment security on safer-sex practice may be mediated by communication patterns. One hundred eighty-five undergraduate students completed questionnaire measures of attachment, assertiveness, and attitudes to communication about AIDS. Eight weeks later, they reported on their practice of safer sex in the period since the first testing session. Hierarchical regressions showed that at Step I, anxiety about relationships (a measure of insecure attachment) was associated with less safer-sex practice, for all outcome measures. Attitudes to communication about AIDS added to the prediction of general reports of safer-sex practice: in line with the mediational model, anxiety about relationships became unimportant as a predictor when communication variables were included. Communication variables failed to add to the prediction of safer sex on the most recent encounter, and both anxiety about relationships and attitudes to communication about AIDS predicted condom use. Some gender differences in patterns of prediction were noted. The results are discussed in terms of attachment style and its links with the negotiation of sexual practice and relationship issues.     

ASSERTIVENESS AS A COMMUNICATION CONSTRUCT

Previous research in assertiveness has often failed to differentiate the behaviors to be subsumed within the construct. The purpose of this study was twofold: (1) to isolate and define the subconstructs of assertiveness as they emerged from the structure of two assertive inventories—the Rathus Assertiveness Schedule and the College Self Expression Scale; (2) to evaluate assertiveness as a communication construct by examining it in the framework of two measures of communicator style—a Communicator Style Measure and a test of Predispositions toward Verbal Behavior. Results revealed that the assertiveness measures related to the expected subconstructs of communicator style. Assertiveness, as evidenced by low anxiety, dominance, contentiousness, and a refusal to be intimidated by others, correlated highly with measures of verbal intensity, talkativeness, and good communicator style.     

The PrE Model of Coping and Tornado Preparedness: Moderating Effects of Responsibility

The person-relative-to-event (PrE) model of coping with threat was used to investigate the impact of fear arousing or negative threat appeals on tornado preparedness behavior. It was predicted that negative threat appeals using combinations of levels of factors that cause a person to appraise their resources as sufficient in quantity and quality to obviate or minimize the negative consequences of the threatening event would increase levels of preparedness behavior to a greater extent than communications that do not. Furthermore, this prediction would only hold true for those individuals who felt personally responsible for preparing for tornadoes. Results indicated a significant pattern of behavior change that fit predictions generated by the model.