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Four Perspectives on the Role of Fear in Persuasion
Unformatted Document Text:  Four Perspectives on . . . 36 1 A complete copy of the messages are available from either author. 2 The beta weights in every analysis were positively signed. 3 Because previous work demonstrated that fear appeals may arouse multiple emotions and that those emotions may all influence persuasion (Author Withheld), we measured and evaluated the effects of anger, happiness, sadness, and guilt in terms of their acceleration, velocity, and deceleration. None of these effects were significant. In the interest of clarity, we have focused this document on fear alone. 4 Although these means are not significantly different from one another, this is the result of the loss of information that follows from dichotomizing a continuous variable (i.e., BIS). Recall that the correlation between deceleration and BIS in its continuous form was significant.

Authors: Dillard, James. and Anderson, Jason.
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Four Perspectives on . . .
36
1
A complete copy of the messages are available from either author.
2
The beta weights in every analysis were positively signed.
3
Because previous work demonstrated that fear appeals may arouse multiple emotions and that
those emotions may all influence persuasion (Author Withheld), we measured and evaluated the
effects of anger, happiness, sadness, and guilt in terms of their acceleration, velocity, and
deceleration. None of these effects were significant. In the interest of clarity, we have focused
this document on fear alone.
4
Although these means are not significantly different from one another, this is the result of the
loss of information that follows from dichotomizing a continuous variable (i.e., BIS). Recall that
the correlation between deceleration and BIS in its continuous form was significant.


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