Describe the "fear appeal" and how it's used in public health messaging More elaborate strategies, such as training people on the skills they will need to succeed in changing behavior, will likely be more effective in most contexts. For instance, Myrick, Holton, Himelboim, and Love (2016) content analyzed tweets about cancer that included the hashtag #stupidcancer, which is particularly popular with young-adult members of the online cancer community. DOI: 10.1002/ijop.12042, Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracin, D. (2015). Further, there is evidence that campaigns targeting adolescents risky health behaviors are at high risk for failure due to the likelihood of reactance, or resistance to having behavioral choices controlled by others. Such research would, in turn, help determine what message structures would be best suited for which age groups and within what health contexts. Fear, in turn, motivates protective behavior and a strong desire to escape the threat. Additionally, audiences will be motivated to attend to message information that is consistent with the goals of the aroused emotion (e.g., protection, in the case of fear). That is, though significant relationships between fear and persuasion have been identified, meta-analyses have found mixed support for the threat by efficacy interactions predicted by the EPPM (de Hoog, Stroebe, & de Wit, 2007; Witte & Allen, 2000). Epub 2020 Jun 26. eCollection 2022. In a similar analysis, messages that included severity (d = .23) or susceptibility (d = .43) or both (d = .39) had stronger effects on outcomes than messages that did not include these threat components (d = .12). Visually, the EPPM is represented as a path model whereby the four message components in the external stimuli (i.e., self-efficacy, response efficacy, susceptibility, and severity) predict their related cognitive perceptions. The other two perceptions related to the target behavior: the effectiveness of the target behavior for avoiding the threat (response efficacy) and the ability of the individual to enact the target behavior (self-efficacy). Pediatr Neurol. Fear appeal is a typical marketing strategy that aims to affect behavior by inducing anxiety in individuals who are exposed to a frightening message. In their experiment, participants who saw the most graphic and frightening images of tooth decay and poor oral hygiene rated the material as the most worrisome and interesting compared to those in other conditions who saw less disturbing images or just heard a lecture about cavities. Epub 2020 Mar 26. government site. The PubMed wordmark and PubMed logo are registered trademarks of the U.S. Department of Health and Human Services (HHS). The study of fear-based messages has a long and robust history. Describe the "fear appeal" and how it's used in public health messaging Despite multiple theoretical perspectives advanced in the literature, no single model decisively captures the conditions of fear appeal effectiveness. Socioemotional selectivity theory argues that the elderly and the terminally ill are more likely to pay attention to positive information than to negative information (Carstensen, Fung, & Charles, 2003). To aid health professionals in redirecting away from the use of fear appeals, we offer a phased approach to creating health communication messages during the COVID-19 crisis. He says there are three ways to look at the local elections. Further, many of the 12 propositions originally articulated within the EPPM have not been consistently tested. Once a moderate amount of fear is conveyed, there is no further benefit in adding more fear.
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