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In a before-after, one-way laboratory experiment,five levels offear-arousal were manipulated and their impact on generic product intention was measured. High fear-arousing ads can be ve y persuasive, and data generally reflect a positive linear relationship between fear and persuasion. However, the high fear-arousing ad which utilized personalization with a "death of a loved oneN theme was v e y inefective. No evidence was found for a curoilinear relationship between fear and persuasion. Resistance the0 y was also not supported by the data.

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