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Four Perspectives on the Role of Fear in Persuasion
Unformatted Document Text:  Four Perspectives on . . . 2 Abstract Previous research on threat appeals has correlated fear intensity with persuasion. However, fear might figure into the process of persuasion in at least four conceptually distinct ways: (a) the proclivity to experience fear, (b) the rise from baseline to peak, (c) peak intensity, and (d) the decline from peak to post-message fear. A study was conducted that exposed 361 participants to a message that described the dangers of influenza, then advocated obtaining a free vaccination. The data showed positive correlations between tonic activation of the behavioral inhibition system and various indices of fear arousal, but nonsignificant correlations between the behavioral activation system and the same indices. Both rise and peak measures of fear predicted persuasion, but the measure of the extent to which fear declined fared poorly.

Authors: Dillard, James. and Anderson, Jason.
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Four Perspectives on . . .
2
Abstract
Previous research on threat appeals has correlated fear intensity with persuasion. However, fear
might figure into the process of persuasion in at least four conceptually distinct ways: (a) the
proclivity to experience fear, (b) the rise from baseline to peak, (c) peak intensity, and (d) the
decline from peak to post-message fear. A study was conducted that exposed 361 participants to
a message that described the dangers of influenza, then advocated obtaining a free vaccination.
The data showed positive correlations between tonic activation of the behavioral inhibition
system and various indices of fear arousal, but nonsignificant correlations between the
behavioral activation system and the same indices. Both rise and peak measures of fear predicted
persuasion, but the measure of the extent to which fear declined fared poorly.


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