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How do fear appeal messages lead to behavior change?

What is it about?

Fear appeal messages have been used in persuasion for decades. This study demonstrated that moderately arousing fear-inducing messages to reduce risky driving were more effective than high- or low-arousing messages. This effect appeared to go through affective attitudes. Specifically, when messages are highly arousing, participants describe risky driving as more fun and exciting, which makes them more likely to say they will drive recklessly in the future.

Why is it important?

Being able to more effectively communicate the need to drive safely is critically important for reducing young driver crashes.

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Nancy Rhodes
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