Appealing to fear: A meta-analysis of fear appeal effectiveness and theories
Tannenbaum, M.B.; Hepler, J.; Zimmerman, R.S.; Saul, L.; Jacobs, S.; Wilson, K.; Albarracín, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. Psychological Bulletin 141(6): 1178-1204. https://dx.doi.org/10.1037/a0039729
In: Psychological Bulletin: Washington. ISSN 0033-2909; e-ISSN 1939-1455, more
|  |
| Authors | | Top |
- Tannenbaum, M.B.
- Hepler, J.
- Zimmerman, R.S.
- Saul, L.
|
- Jacobs, S.
- Wilson, K.
- Albarracín, D.
|
|
| Abstract |
Fear appeals are a polarizing issue, with proponents confident in their efficacy and opponents confident that they backfire. We present the results of a comprehensive meta-analysis investigating fear appeals’ effectiveness for influencing attitudes, intentions, and behaviors. We tested predictions from a large number of theories, the majority of which have never been tested meta-analytically until now. Studies were included if they contained a treatment group exposed to a fear appeal, a valid comparison group, a manipulation of depicted fear, a measure of attitudes, intentions, or behaviors concerning the targeted risk or recommended solution, and adequate statistics to calculate effect sizes. The meta-analysis included 127 articles (9% unpublished) yielding 248 independent samples (NTotal = 27,372) collected from diverse populations. Results showed a positive effect of fear appeals on attitudes, intentions, and behaviors, with the average effect on a composite index being random-effects d = 0.29. Moderation analyses based on prominent fear appeal theories showed that the effectiveness of fear appeals increased when the message included efficacy statements, depicted high susceptibility and severity, recommended one-time only (vs. repeated) behaviors, and targeted audiences that included a larger percentage of female message recipients. Overall, we conclude that (a) fear appeals are effective at positively influencing attitude, intentions, and behaviors; (b) there are very few circumstances under which they are not effective; and (c) there are no identified circumstances under which they backfire and lead to undesirable outcomes. (PsycInfo Database Record (c) 2020 APA, all rights reserved) |
|
