Fear arousal theory

Fear Arousal Theory

Proposed by Janis and Feshback in 1953, it states that persuasive messages can change attitudes and behaviors by arousing fear.

Curvilinear Relationship

Describes how little fear has no effect, moderate fear is effective, and high fear is counterproductive in behavior change.

Denial in Fear Arousal

A state that occurs when too much fear leads an individual to avoid confronting the feared outcome, often resulting in the opposite behavior change.

Findings of Janis and Feshback's study on fear arousal

Strong fear led to increased anxiety about tooth decay but only 8% improved dental hygiene; moderate fear had the best outcome with 36% improvement.

Strengths of Janis and Feshback's study

It measured actual behavior change instead of just intentions and has greater validity due to this measurement.

Weaknesses of Janis and Feshback's study

The research has not been replicated, raising questions about its validity.

Health Campaigns

Utilize fear arousal theory, such as anti-smoking ads with graphic images to influence behavior change.

Moderate Fear Effectiveness

The moderate fear group had the best outcome in improving dental hygiene, suggesting it is the optimal level for influence.