C1 : Fear Arousal Theory of Persuasion

Question 1

What is the main premise of fear arousal theory proposed by Janis and Feshbach (1953)?

Answer 1

Fear arousal theory suggests that persuasive messages can change attitudes and behavior by creating fear, motivating individuals to change their behavior to reduce the unpleasant state.

Question 2

How does fear motivate behavior change according to Dollard and Miller (1950)?

Answer 2

“Fear creates unpleasant arousal, and changing behavior to avoid the feared outcome reduces this arousal. This relief is rewarding, reinforcing the behavior change (negative reinforcement).

Question 3

How do health campaigns use fear arousal to promote behavior change?

Answer 3

Health campaigns present fear-inducing messages, such as graphic consequences of smoking or drink-driving, followed by solutions (e.g., stop smoking using nicotine patches) to reduce the fear.

Question 4

How did Janis and Feshbach (1953) describe the relationship between fear arousal and behavior change?

Answer 4

The relationship is curvilinear: low fear produces no motivation, moderate fear is most effective, and high fear is counterproductive as it leads to denial rather than behavior change.

Question 5

Why do high levels of fear arousal fail to change behavior effectively?

Answer 5

High fear leads to denial as recipients convince themselves the message is not relevant to them, which reduces fear without requiring behavior change