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Fear Appeal Poster

The theory of protection motivation implies that fear can persuade individuals. Rogers and Mewborn (1976) noted that there are three important factors in every fear rousing campaign – “the magnitude of noxiousness of a depicted event; the conditional probability that the event will occur provided no adaptive activity is performed; and the effectiveness of the a coping response that might avert the noxious event.” (Rogers & Mewborn, 1976, p.55) As such, fear appeal messages will only be effective is the perceived threat is serious and that it is very likely to occur among the target audience who will not take the recommended action. However, the message must also express the efficacy of the coping response according to (1) how well…