The Effects of Fear Appeal: A Moderating Role of Culture and Message Type

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

“…other-related message was more persuasive when presented to people from a collectivist culture, individualistic message more persuasive for people from individualistic culture Chung and Ahn (2013) and Lee and Park (2012) Appeal level Fear of social disapproval is more effective at generating adaptive response than fear of physical harm Dickinson and Holmes (2008) Messages eliciting disgust and fear are more effective than fear-only appeals Morales, Wu, and Fitzsimons (2012) The background colour used in an appeal can increase persuasion. For relatively low-threat messages, blue enhances persuasion (compared to yellow) Wauters et al (2014) Death-related appeals tend to be rationalised Shehryar and Hunt (2005) Moderate appeals more persuasive than high appeals Dickinson and Holmes (2008) images and a week later, finding that exposure to graphic images has a lingering effect on attitudes after a time delay.…”

Drie soorten boodschappen in de gezondheidscommunicatie

“…Hoewel vaak wordt verondersteld dat het noodzakelijk is om rekening te houden met culturele achtergrond, of in het verlengde daarvan met nationaliteit, bij het ontwerp van angstaanjagende boodschappen (zie bijvoorbeeld Murray-Johnson, Witte, Liu, Hubbell, Sampson, & Morrison, 2001;Terblanche-Smit & Terblanche, 2011;Lee & Park, 2012;Chung & Ahn, 2013), is er op dit gebied maar weinig empirisch onderzoek beschikbaar, en de uitkomsten van die experimenten vertonen weinig consistentie (zie Jansen & Verstappen 2014, pp. Hoewel vaak wordt verondersteld dat het noodzakelijk is om rekening te houden met culturele achtergrond, of in het verlengde daarvan met nationaliteit, bij het ontwerp van angstaanjagende boodschappen (zie bijvoorbeeld Murray-Johnson, Witte, Liu, Hubbell, Sampson, & Morrison, 2001;Terblanche-Smit & Terblanche, 2011;Lee & Park, 2012;Chung & Ahn, 2013), is er op dit gebied maar weinig empirisch onderzoek beschikbaar, en de uitkomsten van die experimenten vertonen weinig consistentie (zie Jansen & Verstappen 2014, pp.…”

The Impact of Receivers’ Nationality and Cultural Orientation on the Effects of Fear Appeals in Health Communication

“…These fear appeal message versions are then presented to receivers from different groups (in most cases students or other young, welleducated adults), who are expected to differ in cultural orientation. Typical examples are the experiments presented in Chung and Ahn (2013) and in Murray-Johnson et al (2001). In order to depict the state of affairs in this field, below both these studies are briefly discussed.…”

“…Murray-Johnson et al (2001), for instance, claim that "fear appeals should address cultural orientation [..] to achieve maximum effectiveness" (p. 336). Chung and Ahn (2013) state that distribution of different fear appeals should be considered in South Korea and the United States "to increase message acceptance among people" (p. 452), and Rodrigues, Blondé, and Girandola (2017) claim that "effects of threatening communications are strongly culture-dependent" (p. 405).…”

“…Two replications of the experiments performed by Murray-Johnson et al are also shortly addressed. Chung and Ahn (2013) asked students from the US and from South Korea to either read a "self-related" or an "other-related" fear appeal. In South Korea, the "other-related" message proved to be more effective than the "self-related" message.…”