Beyond Fear Appeals: Negative and Positive Persuasive Appeals to Health and Self-Esteem

The present research was designed to extend our knowledge of fear appeals and attitude change in two directions. The first purpose was to compare a traditional negative, or fear, appeal to its counterpart, an appeal emphasizing the positive consequences of accepting a communicator's recommendation. The second purpose was to test the assumption of the theory of protection motivation that people are motivated to protect themselves from psychological and social, as well as physical, threats. The results disclosed that, compared to a no-message control condition, the traditional negative appeal to health was more persuasive than the positive appeal. A positive appeal to self-esteem, however, was superior to a negative appeal to self-esteem. Several implications for health psychology were discussed. First, the traditional negative appeals to health may be more persuasive than positive appeals. Second, people may be persuaded to adopt healthy lifestyles for reasons other than health per se (i.e., to enhance self-esteem). The following tentative conclusions were based on unexpected findings and should be interpreted with caution. The decision to use a positive or negative appeal should consider the number of available adaptive responses. Finally, the data suggested that mass media health campaigns should use both negative and positive appeals.     

Awe and guilt: Desirability and feasibility appeals in social media green campaigns

As the world has become increasingly concerned about environmental plastic pollution, private and public sectors remain devoted to creating effective green marketing campaigns on social media platforms. Drawing upon construal level theory and appraisal tendency theory, this research examines the interaction effect of green ad appeals and two distinct emotions—awe and guilt—on consumers' social media engagement and pro-environmental intentions. The findings from two experimental studies demonstrate that when individuals experience awe, desirability (vs. feasibility) message appeals generate stronger engagement in social media green campaigns. In contrast, it was found that when individuals experience guilt, feasibility (vs. desirability) message appeals enhance social media engagement and pro-environmental behaviors more effectively. This research offers novel theoretical contributions to the existing body of literature and provides practical insights by suggesting that awe and guilt act as moderators leading to greater consumer responses when used with matching social media messages promoting green campaigns.     

Integrating Terror Management Theory into Fear Appeal Research

Fear appeal communications have sustained the interest of researchers for over a half century. The dominant paradigm guiding fear appeal research asserts that differences in level of fear lead to differences in the persuasiveness of a message. Research grounded in the level of fear perspective has produced equivocal results, failed to explain why fear appeals sometimes backfire, and has not provided an a priori explanation for who may reject fear appeal messages. By emphasizing differences between individuals’ responses to the fear of death versus the fear of physically or socially undesirable consequences, terror management theory (TMT) offers a complementary theoretical perspective that may overcome the shortcomings of extant fear appeal research. This article reviews extant theoretical approaches to fear appeal research and summarizes the central tenets of TMT. A comparison of extant theories to TMT suggests that incorporating TMT into future fear appeal research may improve both the explanatory and predictive power of fear appeal theories.     

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.     

Parent-like spokesperson for campaigning an anti-plastic straw movement to young adults: Is it effective?

Parental communication is still relatively meaningful in Asian families with hierarchical, vertical, and authoritative relationships. Meanwhile, children's pro-environmental behaviour in emerging Asian nations tends to be passive, leading to a need for intervention from the closest parties, often the parent, whose familial role in green communication has not been examined. This study uses social learning theory to examine the interplay of parent-like spokespeople and message appeals in affecting young adults' cognitive and emotional responses, which is expected to influence the ad liking and believability of green advertisements and switching intention to green products, such as eco-friendly straws. A laboratory experiment was conducted with 240 subjects. The results showed that the frame of a father-like figure conveying a hope appeal generated the greatest enthusiasm and argument quality for young adults. Mother-like figures speaking a fearful message frame were the best generator for young adults' anger and threat appraisal. Ad liking was significantly impacted only by a mother-like spokesperson who spoke a fearful appeal mediated by anger and a father-like spokesperson who delivered a hope appeal mediated by argument quality. Young adults' willingness to switch to eco-friendly straws was indirectly influenced by the interaction effect of a mother-like spokesperson and fear appeal type mediated by ad believability.     

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.     

Fear Appeals and Persuasion: A Review and Update of the Extended Parallel Process Model

The Extended Parallel Process Model (EPPM; Communication Monographs, 59, 1992, 329) is a predominant message design theory in the social science fear appeal literature that provides a framework for effective communication of health‐related information. This paper provides a review and update of the theory and the use of fear appeals in persuasion. First, a brief overview of the EPPM is provided. Then, Littlejohn and Foss (Theories of Human Communication, 2005, Belmont, CA: Thomson Wadsworth) criteria for evaluation of theory are used as a guide for reviewing research guided by the EPPM in terms of the consistency of data with theoretical predictions, how it has been adjusted and extended through research findings, and a discussion of future research to expand social scientific knowledge about fear appeals and persuasion. It is concluded that the EPPM has advanced our understanding of how fear appeals operate and continues to generate questions for research in risk messaging.     

Off‐Target? Changing Cognitive‐Based Attitudes

Researchers argue that the effectiveness of cognitive versus affective persuasive appeals depends in part on whether the appeal is congruent or incongruent with a primarily cognitive or affective attitude base. However, considerable research suggests that these persuasion effects may hold only for predominantly affective attitudes and not cognitive attitudes. Indeed, results of Experiment 1 show that the relative effectiveness of congruent relative to incongruent persuasion appeals holds for brands with predominantly affective associations, but not those with predominantly cognitive associations. Experiment 2 explores one reason for this anomalous finding: Cognitive attitudes may be relatively impervious to persuasive appeals because the probability of targeting the specific attribute on which the cognitive attitude is based is smaller. The results are supportive, showing that significant persuasion effects are found when the specific beliefs on which cognitive attitudes are based are taken into account. However, these effects only occur under conditions of low cognitive load and not high cognitive load where resources for the cognitive processing of the appeals are limited. We discuss the implications of the research for the role of attitude structure in understanding persuasion effects and the interplay of affective and cognitive elements in persuasion processes.     

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.     

Pluralistic folk psychology and varieties of self-knowledge: an exploration

Turning the techniques we use to understand other people onto ourselves can provide an insight into the types of self-knowledge that may be possible for us. Adopting Pluralistic Folk Psychology, according to which we understand others not primarily by thinking about invisible beliefs and desires that cause behavior, but instead by modeling others as people - with rich characters, relationships, past histories, cultural embeddedness, personality traits, and so forth. A preliminary investigation shows that we understand ourselves at least in terms of our phenomenal states, informational states, perceptual states, traits, desires, and beliefs. I then appeal to empirical research to examine the accuracy of our sense of self-understanding in these ways, and argue that these are often non-veridical. Moreover, in our folk practices, we do not take our statements of self-understanding as infallible, but we allow others to help us see ourselves. While there is room for some improvement in our acurarcy, I conclude that our sense of self is largely a joint construct of self and others, and that looping effects play a significant role in what one’s self turns out to be. The self is a fluid thing that we are constantly creating through our actions and self-constituting thoughts, but it is a creation we do not make alone. Others help to create us, as we help to create them.     

Effect of Persuasive Appeals in AIDS PSAs and Condom Commercials on Intentions to Use Condoms1

The study compared the effect of five persuasive appeals used in AIDS PSAs and condom commercials (fear arousal-no sex/condom theme; fear arousal-sex/condom theme; erotic; humorous; factual) on 122 male and 114 female college students' i]ntentions to use and taking of condoms. Results showed that the two fear appeals were more effective than other appeals in increasing intentions to use condoms with a new partner. The fear appeal–no sex/condom theme was more effective than other appeals for increasing intentions to use condoms with a steady partner. Compared to men, women rated commercials as more effective for increasing intentions to use condoms with a new partner. Persuasive appeals had no effect on the taking of free condoms. The best predictor of commercial effectiveness was the degree to which a commercial evoked a high fear of AIDS. Other significant predictors were subjects' a]ttitude toward condom use and commercial qualities of being humorous, romantic, credible, and factual. Implications are that all five types of appeals are potentially effective for use in AIDS PSAs. Recommendations include combining appeals (e.g. fear with erotic) and emphasizing the positive features of condom use.     

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.     

Protection motivation and self-efficacy: A revised theory of fear appeals and attitude change

The effects of fear appeals on persuasion were investigated in a factorial experiment that was designed to test a combined model of protection motivation theory and self-efficacy theory. As predicted, the probability of a threat's occurrence and the effectiveness of a coping response both had positive main effects on intentions to adopt a recommended preventive health behavior. More importantly, the findings provided support for self-efficacy expectancy as a fourth component of protection motivation theory: Self-efficacy had a direct influence on intentions and interacted with two other variables of protection motivation theory. The interaction effect was interpreted in terms of two new decision-making strategies that people use when confronted with a fear appeal: a precaution strategy and a hyperdefensiveness strategy. In addition, the results replicated previous findings on the relationship between self-efficacy expectancy and outcome expectancy. A model incorporating protection motivation theory and self-efficacy theory is presented as a possible general model of attitude change.     

Effects of short‐term cosmetic versus long‐term health fear appeals in anti‐smoking advertisements on the smoking behaviour of adolescents

A field study exposed 235 high school students to anti‐smoking advertisements over a five‐month period to test the effectiveness of short‐term cosmetic versus long‐term health fear appeals in preventing or reducing smoking. The study was a longitudinal experiment with two experimental groups and a control group. Smoking behaviour was measured prior to message exposure on television, in magazines and on the internet, and at the end of the study period. The primary results were that average smoking declined for subjects exposed to either type of anti‐smoking fear appeal but not for the control group and short‐term cosmetic fear appeals were more effective for males but long‐term health fear appeals were more effective for females. Copyright © 2003 Henry Stewart Publications.     

It's My Campaign I'll Cry if I Want to: How and When Campaigns Use Emotional Appeals

Recent research in the area of campaign advertising suggests that emotional appeals can influence political attitudes, electoral choices and decision‐making processes. Yet is there any evidence that candidates use emotional appeals strategically during campaigns? Is there a pattern to their use? For instance, are fear appeals used primarily late in the campaign by trailing candidates in order to get voters to rethink their choices? And are enthusiasm appeals used more commonly early on in order to shore up a candidate's base? We use affective intelligence theory—and supplement it with the idea of a voter backlash—to generate expectations about when candidates use certain emotional appeals (namely, anger, fear, enthusiasm, and pride) and which types of candidates are most likely to do so. We then test these ideas using campaign advertising data from several U.S. Senate races from 2004. Our research thus provides a link between research on campaign decision making—here the decision to “go emotional”—and research focusing on the effects of emotional appeals on voters.     

物欲之蔽：物质主义对亲环境态度及行为的影响

纵观现有研究,物质主义较稳定地负向预测个体的亲环境态度、公领域亲环境行为以及私领域亲环境行为中的资源回收和节约行为。至于私领域亲环境行为中的绿色消费,研究结果在发达国家和发展中国家间存在不一致。基于环状价值观模型和价值-信念-规范理论,物质主义可以同时影响亲环境态度及行为,也能通过亲环境态度影响行为。未来研究应当增加对物质主义与亲环境态度、行为间因果关系、内在机制的探讨,以及提升现有研究结果的应用价值。     

The role of vivid information in fear appeals and attitude change

Fear-arousing persuasive communications frequently incorporate so many types of information that the results can be difficult to interpret. R. Nisbett and L. Ross' (1980, Human inference: Strategies and shortcomings of social judgment, Englewood Cliffs, NJ: Prentice-Hall) analysis of informational vividness offers an attractive conceptual framework that identifies and predicts the effects of several types of information that have been confounded with other variables in fear appeal studies. Thus, the first purpose of this factorial experiment was to investigate the persuasive impact of three types of vivid information frequently used in fear appeals: emotional interest, concreteness, and proximity. It was predicted that vivid information would be more persuasive than pallid information. The results disclosed that emotionally interesting information was highly effective in changing intentions to seek protection from the depicted health threat. Also, the impact of information of high emotional interest and greater temporal and spatial proximity was enhanced with the passage of time, but information of low emotional interest and proximity diminished over time. Additional findings indicated that concrete, specific information was memorable and affected beliefs. The data rejected the hypothesis that memorial availability mediated the effects of vivid information. Implications for designing and strengthening fear appeals were discussed.     

The effect of cultural values on pro-environmental attitude in the context of travel mode choice: A hierarchical approach

The cultural theory explains social behavior through four elementary types of cultural values consisting of hierarchy, individualism, egalitarianism, and fatalism. The knowledge of how these values influence attitudes and behaviors specifically pertain to the environment is limited. Understanding individuals’ values and attitudes should be addressed in travel mode choice based on possible impacts of transportation on the environment. This study investigates the effect of cultural values on pro-environmental attitude and the influence of this attitude on travel mode choice in light of a hierarchical latent choice model. The model is estimated using data from a random sampling in CBD (Central Business District) of Tehran, Iran. The pro-environmental attitude, which is postulated to be affected by cultural values, is considered as the latent variable directly affecting travel mode choice. The cultural values drivers of pro-environmental attitude have been seen in a hierarchical structure. The estimated results show that hierarchical cultural tendency has the strongest and positive effect on being pro-environmental. Also, individualistic culture indicates a positive trend in being pro-environmental. On the other side, people with egalitarianism value tend to report an orientation towards pro-environmental attitude. Moreover, pro-environmental attitude increases the utility of public and active modes of transportation and a negative significant effect is found on the utility of private car and motorcycle.     

Fear information and social phobic beliefs in children: a prospective paradigm and preliminary results

This paper presents a first attempt to develop a prospective paradigm to test Rachman's (Behav. Res. Ther. 15 (1977) 375) theory of fear acquisition for social fears. Following the prospective paradigm for animal fears developed by Field et al. (Behav. Res. Ther. 39 (2001) 1259) an attempt is made to adapt this paradigm to look at the effect of fear information in the development of social fears. A large group of normal children (N=135) who were at an age (10-13 years) at which social concerns are most pertinent were tested using this paradigm. They were given positive, negative or neutral information about three social situations: public speaking, eating in public, and meeting a new group of children. Children's fear beliefs were measured before and after the information was given and the information was given by a teacher, a same age peer or no information was given (a control). The results indicate that although information can change social fear beliefs it is dependent upon the type of social activity and who provides the information. The implications of these initial results for our understanding of both the role of fear information in the development of social fear beliefs, and the limitations of this current paradigm are discussed.     

Transcendental Phenomenology and the Way to Happiness: Husserl’s Reply to Csikszentmihalyi

It is an unprecedented task to interpret Husserl’s transcendental phenomenology as a fundamental philosophy of happiness. Although happiness has been discussed in many psychologies, Csikszentmihalyi’s positive psychology defines happiness as “flow”, a psychic state of ongoing immersion guided by intrinsic motivations and rewards. In this paper, I interpret our transcendental consciousness as a radical “flow” maker and claim that in our transcendental life, happiness is what we ourselves are. Then, I propose this not only as an appeal to a change of attitude (i.e. reduction) for happiness, but also as a deep hermeneutics of the mental skills and activity designs suggested by positive psychology. In this way, worldly happiness dictums can be profoundly re-examined. Understood as such, Husserl’s transcendental phenomenology leaves us the task of how to make a concrete form of qualitative or hermeneutical research on happiness out of it.