THE EFFECTIVENESS OF FEAR AND ANGER APPEALS IN PREVENTION MESSAGES

Cécile Colin () and Olivier Droulers ()
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Cécile Colin: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The study of fear appeals efficacy in public health communication has been ongoing for more than half a century and fear appeals remain a persuasive tactic frequently used in prevention such as tobacco control. Recently researchers have been interested in studying emotion combinations on health message effectiveness. To go into the study of the influence of emotion combinations in prevention in depth, this research focuses on the effect of the combination of anger and fear on anti-smoking messages effectiveness. Through one study, we compared the effect of a "fear and anger" message with a "fear" message (without anger) on the intention to reduce cigarette consumption. The first result of the experiment showed that exposure to the fearful and angry message led to a stronger intention to reduce cigarette consumption than exposure to the fearful message. Besides, additional results highlighted that the fearful message did not elicit fear only. These results are especially discussed regarding their interest in the study of the influence of emotion combinations on the effectiveness of fear appeals and, more broadly, of health messages.

Keywords: Anti-smoking; Prevention messages; Effectiveness; Fear; Anger (search for similar items in EconPapers)
Date: 2018-06-27
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Published in 21th World Marketing Congress of the Academy of Marketing Science, Jun 2018, Porto, Portugal

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05241922

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