Fear-based appeals appear to be effective at influencing attitudes and behaviors, especially among women, according to a comprehensive review of over 50 years of research on the topic, published by the American Psychological Association.
“These appeals are effective at changing attitudes, intentions and behaviors. There are very few circumstances under which they are not effective and there are no identifiable circumstances under which they backfire and lead to undesirable outcomes,” said Dolores Albarracin, PhD, professor of psychology at the University of Illinois at Urbana-Champaign and an author of the study, published in the journal Psychological Bulletin.
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