As Persuasion
Fear appeals are often used in marketing and social policy, as a method of persuasion. Fear is an effective tool to change attitudes, which are moderated by the motivation and ability to process the fear message. Examples of fear appeal include reference to social exclusion, and getting laid-off from one's job, getting cancer from smoking or involvement in car accidents and driving.
Fear appeals are nonmonotonic, meaning that the level of persuasion does not increase in proportion to the amount of fear that is used. A study of public service messages on AIDS found that if the messages were too aggressive or fearful, they were rejected by the subject; a moderate amount of fear is the most effective attitude changer.
Others argue that it is not the level of fear that is decisive changing attitudes via the persuasion process. Rather, as long as a scare-tactics message includes a recommendation to cope with the fear, it can work.
Read more about this topic: Appeal To Fear
Famous quotes containing the word persuasion:
“In one notable instance, where the United States Army and a hundred years of persuasion failed, a highway has succeeded. The Seminole Indians surrendered to the Tamiami Trail. From the Everglades the remnants of this race emerged, soon after the trail was built, to set up their palm-thatched villages along the road and to hoist tribal flags as a lure to passing motorists.”
—For the State of Florida, U.S. public relief program (1935-1943)
“There is a persuasion in the soul of man that he is here for cause, that he was put down in this place by the Creator to do the work for which he inspires him, that thus he is an overmatch for all antagonists that could combine against him.”
—Ralph Waldo Emerson (1803–1882)