The fear appeal literature is examined in a comprehensive synthesis using meta-analytical techniques. The meta-analysis suggests that strong fear appeals produce high levels of perceived severity and susceptibility, and are more persuasive than low or weak fear appeals. The results also indicate that fear appeals motivate adaptive danger control actions such as message acceptance and maladaptive fear control actions such as defensive avoidance or reactance. It appears that strong fear appeals and high-efficacy messages produce the greatest behavior change, whereas strong fear appeals with low-efficacy messages produce the greatest levels of defensive responses. Future directions and practical implications are provided.

A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns

Information technology executives strive to align the actions of end users with the desired security posture of management and of the firm through persuasive communication. In many cases, some element of fear is incorporated within these communications. However, within the context of computer security and information assurance, it is not yet clear how these fear-inducing arguments, known as fear appeals, will ultimately impact the actions of end users. The purpose of this study is to investigate the influence of fear appeals on the compliance of end users with recommendations to enact specific individual computer security actions toward the mitigation of threats. An examination was performed that culminated in the development and testing of a conceptual model representing an infusion of technology adoption and fear appeal theories.

Results of the study suggest that fear appeals do impact end user behavioral intentions to comply with recommended individual acts of security, but the impact is not uniform across all end users. It is determined in part by perceptions of self-efficacy, response efficacy, threat severity, and social influence. The findings of this research contribute to information systems security research, human-computer interaction, and organizational communication by revealing a new paradigm in which IT users form perceptions of the technology, not on the basis of performance gains, but on the basis of utility for threat mitigation.

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Fear appeals and information security behaviors: an empirical study

This chapter reviews empirical and theoretical developments in research on social influence and message-based persuasion. The review emphasizes research published during the period from 1996-1998. Across these literatures, three central motives have been identified that generate attitude change and resistance. These involve concerns with the self, with others and the rewards/punishments they can provide, and with a valid understanding of reality. The motives have implications for information processing and for attitude change in public and private contexts. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. In addition, the chapter reviews the relatively unique aspects of each literature: In persuasion, it considers the cognitive and affective mechanisms underlying attitude change, especially dual-mode processing models, recipients' affective reactions, and biased processing. In social influence, the chapter considers how attitudes are embedded in social relations, including social identity theory and majority/minority group influence.

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Attitude Change: Persuasion and Social Influence

Background/Aims: Increasing public awareness of obesity genetics could have beneficial or harmful effects on overweight individuals. This study examined the impact of genetic information on weight-related cognitions as well as interest in personalized genetic information about obesity among overweight individuals. Methods: Online survey respondents (n = 655) were randomly assigned to read either genetic, gene-environment, or nongenetic obesity causal information. Fifty-two percent of the participants were female, 82.4% were White, 45% had an annual income of USD Results: Participants in the genetic and gene-environment conditions were more likely to believe genetics increase obesity risk than participants in the nongenetic condition (both p Conclusion: Dissemination of information about obesity genetics may have neither a beneficial nor a harmful impact on how overweight individuals perceive themselves. Some overweight individuals may be interested in receiving personalized genetic information. The actual effects of obesity genetic information being incorporated into public health messages and of personalized genetic information on obesity prevention and treatment interventions remain to be seen.

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Impact of Informing Overweight Individuals about the Role of Genetics in Obesity: An Online Experimental Study

Several theories construe risk appraisals as key determinants of decisions and actions, and this idea has been supported in correlational studies. However, correlational data cannot answer the question, “Does heightening risk appraisals change people’s intentions and behavior?” The present review meta-analyzed experimental evidence in order to address this issue. We identified 4 elements of risk appraisal—risk perception, anticipatory emotion, anticipated emotion, and perceived severity—and located experiments that (a) engendered a statistically significant increase in risk appraisal among treatment compared to control participants and (b) measured subsequent intention or behavior. Heightening risk appraisals had effects of d+ = .31 (k = 217) and d+ = .23 (k = 93) on intention and behavior, respectively. There was evidence that the elements of risk appraisal combined to influence outcomes. For instance, heightening risk perceptions had larger effects on outcomes when anticipatory emotions or perceived severity was also increased. Crucially, risk appraisal effects were augmented by coping appraisals: Risk appraisals had larger effects on outcomes when response efficacy and self-efficacy were enhanced or when response
costs were reduced. The largest effect sizes were observed when risk appraisals, response efficacy, and self-efficacy were simultaneously heightened (d+ = .98 and .45, for intention and behavior, respectively). These findings indicate that heightening risk appraisals changes intentions and behavior. However, the direct effects of risk appraisals were generally small. Exploiting synergies among the elements of risk appraisal, and between risk appraisals and coping appraisals, should make for more effective behavior change interventions.

Does heightening risk appraisals change people's intentions and behavior? A meta-analysis of experimental studies.

The goal of this study was to develop and validate the Risk Behavior Diagnosis (RBD) Scale for use by health care providers and practitioners interested in promoting healthy behaviors. Theoreticall...

Predicting risk behaviors: development and validation of a diagnostic scale.

A fear appeal campaign to decrease the spread of genital warts was conducted and evaluated. Theoretically guided by the Extended Parallel Process Model, this field study illustrated why fear appeal campaigns often appear to fail in public health arenas. Five hypotheses, which predicted when and under what conditions fear appeal campaigns would fail or succeed, were tested and supported. The results demonstrated that fear appeals can be powerful persuasive devices if they induce strong perceptions of threat and fear (which motivate action) and if they induce strong perceptions of efficacy with regard to a recommended response (which channels the action in a health protective direction). Recommendations to researchers and public health practitioners are offered.

Janet K. McKeon

Papers

Predicting risk behaviors: development and validation of a diagnostic scale.

Preventing the Spread of Genital Warts: Using Fear Appeals to Promote Self-Protective Behaviors

Risk Behavior Diagnosis Scale