Findings and Theory in the Study of Fear Communications

This chapter reviews the empirical results and theoretical underpinnings of studies of fear arousing communications. It focuses on the interrelationship of emotional and instrumental behavior. The chapter presents an overview of the key components of fear communication experiments and introduces the two major theoretical paradigms that can be used to interpret the findings. The first and historically most important of the paradigms is the fear drive model, a variant of the classic drive reduction model used in many animal learning studies. It assumes that the emotional response of fear functions as a drive that mediates belief change and behavior change. The second paradigm was suggested by the experimental data. This model assumes that the communication produces both persuasion and fear; fear does not cause persuasion. The chapter reviews the evidence regarding interactions between the level of fear elicited by the communication and other factors such as personality variables and recommendation effectiveness. It reveals that the outcomes are often influenced by complex contingencies. But despite the complexity, serious effort has been made to identify empirical regularities and presents a theoretical model to provide conceptual integration.