To fear or not to fear: an examination of fear appeals in health messaging by message frame and behavior request
Date
2019
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Publisher
University of Delaware
Abstract
The purpose of this study is to examine the mechanisms through which fear appeals operate –the fear control process or danger control process – and how message frame and behavior request play a role in the activation of either process. Two hundred ninety-five male and female undergraduate students recruited from large Communication courses were randomly assigned to read one of the sixteen health messages manipulated by message topic, frame, and behavior request. Participants rated their level of fear, anxiety, and intention to perform the respective behavior. ☐ The results indicated that message frame and message request did not have any effects on level of fear, anxiety, or intention. However, message topic did effect level of fear and intention. This information is useful to marketing and public health practitioners trying to understand which health issues to focus on when targeting this population. A stronger manipulation and more precise measures could improve the study if replicated.