Appealing to fear: a meta-analysis of fear appeal effectiveness and theories

The effects of fear appeals on attitudes, intentions, and behaviors were examined in a comprehensive meta-analysis. Studies were included if they contained a treatment group exposed to a fear appeal, a valid comparison group, a manipulation of depicted fear, a measure of attitudes, intentions, or behaviors concerning the targeted risk or recommended solution, and adequate statistics to calculate effect sizes. The meta-analysis included 127 papers (9% unpublished) yielding 248 independent samples (NTotal = 27,372) collected from diverse populations. Results showed a positive effect of fear appeals on attitudes, intentions, and behaviors, with the average effect on a composite index being fixed-effects d ̅ = 0.27. Moderation analyses based on prominent fear appeal theories showed that the effectiveness of fear appeals increased when the message depicted higher levels of fear, included efficacy statements, and depicted high susceptibility and severity. Messages were also more influential when the recommended behavior was one-time only, was self-esteem enhancing (hindering) and death was (was not) mentioned, and occurred at a delay when death was mentioned. Finally, fear appeals were more influential when the message’s audience was primarily female, from collectivist cultures, and young adult.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Psychology

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2015

Author dc:creator

• Tannenbaum, Melanie B

Contributors dc:contributor

• Albarracin, Dolores
• Kraus, Michael
• Preston, Jesse
• Carpenter, Nichelle
• Vargas, Patrick T.

• fear appeals
• risk
• health communication
• meta-analysis

Statement dc:rights

• Copyright 2015 Melanie Tannenbaum

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/78405

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/78405